Bulletproof

By tapping into Australians’ pride in their country, a limited-edition design helped grow Cadbury Dairy Milk’s core range value sales 9.7% on the previous year. 

Having opened its first factory in Australia in 1922, Cadbury was celebrating 100-years of making chocolate in the country. Mondelēz saw opportunity to leverage this milestone to strengthen the brand’s status as a national icon.

Raspberry Crush’s differentiated design transformed the performance of Smirnoff’s flavours and the vodka brand became the fastest growing spirit in absolute value, adding £22million on the previous year.  

The world’s number one vodka, Smirnoff had a range of 12 flavours. But even as the trend for flavoured vodkas was on the rise, growing at +15% year-on-year in Britain, Smirnoff had been losing market share.  

Website sales to consumers soared 84% following Meridian’s bold redesign, and to meet demand nine new jobs were created at its factory in North Wales. 

Meridian is the UK’s leading producer of nut butters. But the market had moved on visually in recent years and where rival brands had evolved, by 2019 Meridian was looking dated and its revenues were taking a hit.  

The average price of Old Gold’s dark chocolate products increased 8.5%, and its reliance on price promotions reduced, following the launch of its fresh new design. 

With a loyal but ageing fan base, Mondeléz International’s classic, Aussie chocolate brand had needed to find relevance with a younger generation. By taking Old Gold’s existing strengths and amplifying them through a contemporary identity and pack design, the heritage brand has been revitalised, standing out in store.

A new identity and pack design connected My/Mochi Ice Cream with Gen Z consumers, and the frozen novelty brand attracted 300,000 followers on TikTok in less than six months.  

In 2017, handheld ice cream snack My/Mochi Ice Cream had been launched to the masses in the US. Three years on, with competition intensifying, Bulletproof was engaged to help the brand defend its position as the leading mochi ice cream. 

Driving brand recognition and findability at shelf, an impactful new Masterbrand and pack design reversed cheese brand Apetina’s fortunes. Revenue growth leapt when the new design hit the shelves and it took just over two weeks to return the design investment.

Arla had a bold vision to make Apetina the cooks’ white cheese of choice. But with the brand losing category share, they recognised the need to create more substantial brand recognition to increase purchase intent amongst new and existing consumers. 

With a bold new look which enabled it to credibly compete with aspirational brands like Molton Brown, Soapsmith saw a 47% leap in Instagram followers and 86% more press coverage after its redesign.

Despite its uniquely scented, handcrafted soap and body care products having a cult following, reach and awareness of Soapsmith was limited. Working with Bulletproof in 2019 to reposition and rebrand, the aim was to grow awareness, listings and sales.  

Entering a tough and shrinking category, a new cleaning innovation won over consumers with a brand and pack design that credibly communicate the product’s efficacy and environmental credentials. The range achieved £600,000 worth of sales in its first 18 months and has been exported to ten countries outside of the UK.

The challenge for Challs and Bulletproof was to create a brand positioning, name and brand world to persuade consumers that the new range was both eco-friendly and effective.

Quorn has long been the market leader within the UK meat free category, but despite changing eating habits amongst the population, the brand wasn’t reaping the rewards of a surge in those following vegan, vegetarian or flexitarian diets. Perceived as dated, Quorn was being held back.

Bassetts Vitamins was once considered the true innovator of the family vitamin sector, but in recent years, the brand had come to need an energy boost itself. It needed to fight off copycat competitors in a sector that was waning, comeback from its decline in sales and win back its position as market leader. Cue a complete rebrand…

Bassetts Vitamins turned to a focus group of loyal customers to discover what they could recall about the brand. The iconic ‘Jelly Man’ and its primary purple brand colour were frequently recalled unprompted, along with the bubbly logo interface.