Triggering a Habit with
Fab Vitamins
CONSUMER RESEARCH
BRAND STRATEGY: POSITIONING & ARCHITECTURE
IDENTITY & PACKAGING DESIGN
COMMUNICATION DESIGN: DIGITAL & E-COMMERCE
The pandemic created a unique opportunity for brands to tap into the growing need for self-care and wellness among Indian consumers. Rubicon Research’s Fab Vitamins brand was well positioned to take advantage of this shift in sentiment, given its focus on addressing the specific needs and concerns of consumers looking to lead healthier lifestyles.
Building a VitaMania Culture
Almost all Indian families have a green box. The one which has all things generic – from a medicine for fever, cold, and acidity to an ointment for muscle pull, burns and bruises. There is a band aid carton and sometimes a thermometer too.
This green box is a story of an India that believes in being prepared for illnesses that are not welcome, yet probable. For us, medicine is curative, less preventive, and rarely lifestyle.
Through our study for Rubicon Consumer Healthcare we gathered deep insights to determine the space of healthcare, understood the mindsets around medicines and assessed the triggers, barriers and hooks for creating a powerful, lifelong engagement story for the company’s launch across vitamins.
Meet Sonia, a 38-year-old woman leading a busy life. She's dedicated to her passions like gardening, playing the piano, and creating cherished moments with her 5-year-old daughter. Sonia thrives on an active social life, often enjoying weekend gatherings and occasionally savoring local street food.
To strike a balance, Sonia embraces healthy habits like indulging in salads before dinner and starting her day with a daily wheatgrass juice shot. She believes she's managing her equilibrium well. Sonia values home remedies as her go-to choice for safely boosting her immunity.
However, Sonia remains open to exploring branded ayurvedic immunity products and even purchased Vitamin C from the local pharmacy during the pandemic. Yet, similar to many others, these products seldom become staples on her shelf, often replaced by the latest market offerings. Sonia, like many, grapples with the challenge of preserving her well-being while enjoying life's sensory pleasures. This tension drives her need for a supplement that can help sustain her vibrant lifestyle.
The Target Consumer
The Consumer Insight
Consciously, our consumers view vitamins and supplements as a form of medicine that they might not necessarily require. However, subconsciously, they acknowledge that there are occasions in their lives when they feel they might be neglecting their health and immunity.
THE BRAND PURPOSE
Embrace life's changes, live with less fear and more joy, and be your best self to live unbound and keep the spark alive.
The Brand Architecture
Based on the brand strategy, we developed a brand architecture for the entire portfolio. The Fab Immunity Range; The Fab Active Range; The Fab Junior range. The hierarchy was determined on the basis of the consumer segment and the benefit being promised.
