Silver

Seven Seas pure cod liver oil was starting to lose out to own-label brands after more than 70 years on shelves. Despite being synonymous with the product, Seven Seas couldn’t communicate the benefits of the oil effectively to shoppers. The range looked tired – some of their packaging and branding had remained unchanged for over two decades.

Kimberley-Clark, owners of the DryNites Pyjama Pants brand faced a challenge of low awareness, especially amongst mums and younger children. The task was to make it clear that DryNites Pyjama Pants are a night-time product, attract parents with children aged 3-5 years, and differentiate the range for parents of 4-7 and 8-15 year olds.

The Andrex puppy is Britain’s favourite brand icon – but after six years of volume decline, many consumers viewed the brand as ‘not relevant’. Kimberly-Clark needed to re-engage with customers emotionally and justify their price premium, as well as maintain the presence of Andrex on supermarket shelves.

Using toilet roll is perhaps the most fundamental of all daily routines, and consumers have resisted change in their buying habits for generations. Kimberly-Clark first introduced Andrex Fresh moist toilet tissue in 1992, and had yet to make a significant impression on the UK market.

Elmwood set out to change the public’s mindset on moist toilet roll and personal hygiene, emphasising the cleaner feel of the renamed Andrex Washlets over dry toilet tissue. The consultancy also refreshed the brand’s packaging, with a new look that takes pride of place in bathrooms.

Following its acquisition of the KraMar Pet Company in 2010, Nestlé Purina had a significant challenge to transform a functional and uninspiring collection of products into a go-to destination for pet professionals and owners.

Blue Marlin was asked to create a brand that would remind consumers of the value of pet speciality products. Taking insights from human personal care products, they co-ordinated PetLife’s grooming products into an easy-to-use four-step process to remind Australian consumers how easy it could be to take care of their special pet.

Tetley’s is amongst the top ten highest-selling beer brands in the UK and enjoys plenty of providence – but its market share was in decline. The challenge was to reposition the brand and increase sales, creating fresh engagement with the predominantly male target audience.

The image of the Tetley’s Huntsman had been aligned with the brand for over 75 years, until it was replaced in 2000. WPA Pinfold re-introduced the icon as part of their modernisation of Tetley’s, creating key product differentiation at the point of purchase in pubs, bars and supermarkets.

RTCC (Responding to Climate Change) is an official communications partner of the United Nations Framework Convention on Climate Change (UNFCC). RTCC’s brand proposition was inconsistent across its two websites and magazine. Honey was set three challenges: to build traffic through the online presence, to move beyond a UK focus to a worldwide presence, and to create a cleaner, simpler public facing brand.

Amy’s Kitchen is a family business and the largest natural frozen food brand in the US, turning over $325 million. However, in the UK, Amy’s Kitchen was a niche brand sold in independents with a small presence in Waitrose and Sainsburys. In 2009 they were delisted from Sainsburys and they asked Honey to help them to expand appeal and product range in the UK.

HiPP UK’s proposition as the original ‘organic’ food brand was unique, but new competitor offerings and style formats were eroding their premium status. As the number two UK brand in wet baby food, the company wanted to re-establish their credentials and 50 years of food heritage.

In 2010-11 the John West brand was steadily declining in a commoditised category, as customers had become accustomed to buying on price. The established brand had already lost its share to main rival Princes, as well as a supermarket own label. Coley Porter Bell (CPB) was asked to re-design the brand to focus on what people loved about John West tuna – heritage, expertise and knowledge of the sea.