Protinex – a Danone Nutricia product, is a nutritional protein supplement for the entire family. It has been nourishing lives and has been a family’s health secret since the year of its inception – 1957.
In tune with changing times, Protinex decided to overhaul its packaging. However, over the years, the brand’s strong connect, right from the senior citizens to the kids in the family, made it essential to communicate the idea of the brand continuing with its essence, right from the product composition to the key promise- ‘A Complete Nutrition for the Nation’. Thus, to keep the bond intact with the brand’s loyal customers a Communication strategy was to be designed, re-introducing the product with its dynamic appearance with the relevant times.
Pineapple Consulting cracked two different Communication Strategies for the varied target audience of the product. For the end consumers, it was essential to convey that, unlike its new packaging, the product maintained its essence, basis which, we cracked a core concept as ‘Health Secret Newly Tinned’. We designed the key visuals depicting ‘Action with Energy & Intensity’, aptly showing the evolution in packaging. In line with the strategy, Pineapple Consulting designed a retail experience through various POS & comprehensive consumer communication.
The other Communication was designed for the health experts like Doctors, Nutritionists & Therapists, focusing more on the nutritional value of the product, according to its variants and the respective target audience, also throwing some light on the new packaging of the product.
Thus, the Communication Strategy by Pineapple Consulting gave a kick-start to the launch of the newly packaged Protinex for the Gen Nex!