BIO-K+ Probiotics
Role | Brand Strategy, Brand Architecture, Creative Platform, Packaging & Brand Design Direction
Challenge
Re-brand a Canadian probiotic leader as they expend into new categories before entering the competitive US Market.
Solution
Reposition Bio-K+ from a problem / solution brand to
a wellness brand with a stronger emotional narrative. Deep cultural and category analysis uncovered a key human insight at the heart of the booming wellness industry. It was no longer about health or fitness, but overall wellbeing in both body and mind. This insight became the anchor of the revised brand, consumer segmentation and brand architecture strategy, inspiring the “Creating Well+Beings” platform developed to connect with each target. This launched across multiple communication channels, including social media, print, Amazon A + store, and a transactional website, opening the door for Bio-K+ to go beyond the probiotic aisle and build a true consumer tribe.
Result
Successful US expansion into all target retailers including Whole Foods and Erehwon — Resulting in 100% sales increase within first few months of launch (July 2020). Supported by the strength of the re-brand, five months post-launch Bio-K+ was acquired by Kerry Group International (European heath food org.) for an undisclosed MM$ figure.
