Lack of awareness and recognition in a highly competitive market.
Challenge
ÖKOPHARM® has been impressing its customers for 30 years with innovative and perfectly coordinated combinations of active ingredients, unlike many of its competitors, who often only offer one active ingredient in their products. This is particularly true for immune products, where the company is the undisputed market leader thanks to its flagship product Immun44®. However, general brand awareness and recognition of ÖKOPHARM® has been very low in recent years in the highly competitive field of food supplements.
In order to increase this, focus on further areas of expertise and stand out from the strong competition, it was time for change in 2024.
A complete brand relaunch – from packaging to campaign.
Solution
In order to remain true to the brand's tried-and-tested look while still differentiating itself from the competition, the packaging was reinterpreted while retaining existing elements. Among other things, a colour coding system was introduced to identify the product groups.
The new brand platform, ‘Genau das Wichtige’ (Exactly what's important), expresses the brand's unique USP with a creative umbrella concept: providing the most important micronutrients in carefully considered combinations.
The claim and communication, as well as the adapted product names, are also based on this. The new names are taken from everyday life and follow modern language usage.
The extensive rebranding was accompanied by a large-scale launch campaign, which included TV presence for ÖKOPHARM® for the first time, supplemented by innovative print and online advertising materials and a completely redesigned website.
‘Our goal was to reinterpret the brand's core values and communicate them to a broad audience – in a contemporary and eye-catching way, of course.’
Creative Director
Wien Nord Serviceplan
Key Takeaways
#1
A new claim expresses the brand's USP even more strongly.
#2
Frischer Look mit bewährten Key-Elementen für Wieder-erkennbarkeit bei bestehenden Kund:innen.
#3
Modern packaging as a clear distinguishing feature from the competition.
