Cooper Consumer Health

COOPER CONSUMER HEALTH is a large player in the SLEEP category across Europe and beyond. The Category is in double-digit growth in certain markets and the opportunity to relaunch the VALDISPERT brand was clear.

VALDISPERT had a very varied offering in each country spanning differences in design, positioning, the portfolio itself and the product ingredients.

The marketing objective was to relaunch Valdispert as a global sleep brand, doubling its size in the following 3 years by focusing on the ‘sleep conscious’ consumer: people who suffer from sleep issues but are not taking any supplements to address this.

Valdispert’s new positioning as ‘the champion of sleep health’ offered a range of solutions tailored to consumer needs thanks to the melatonin and herbal ingredients contained within their formulas. However, the OTC category was either not considered at all, or there was skepticism over the efficiency of the products and a concern over possible addiction.

As part of the brand relaunch, we were tasked with refreshing the Valdispert design with 2 new major elements:

Elevate the design to match the brand’s new footprint.

Transform the Valdispert range into a complete “sleep solution center” through a new portfolio segmentation, to drive product clarity and brand trust.

Crucially, the redesign was meant to harmonise the different market packs under one globally consistent and intuitive umbrella design conveying the different sub-ranges and benefits.

The Valdispert range offered a complete portfolio of products to combat sleep issues, but this was not clearly expressed in the packaging. Our strategy focused on exploring different options from revamping the current design as well as more disruptive and appealing options.

It was essential to simplify messages and convey a sense of upgrade across the range.  The existing brown branding was challenged to offer a new and impactful  design in a more modern colour palette and style.

The palette also helped highlight a distinctive logo and clear differentiation in the product subcategories via intuitive colour coding.

The new design has streamlined the market-specific designs while offering a more modern flair. The branding is based on a timeless sans serif typo, with a subtle moon that can be seen in the D letter.

The effect of the redesign and visual clarification of the hierarchy of sub-ranges and formulas was a success in meeting the objectives of the brief.  In consumer packaging research, the new pack design scored +13 percentage points higher than the previous design overall. Especially on ‘CLARITY’, 92% of consumers agreed the new pack delivered very strongly, even for non-users of sleep medicines. 88% said the packaging was very clear to them. Clarity was a key part of the brief on this project so it was satisfying to see the metric confirmed by consumer research. (Reference: Consumer Packaging test, France, Aug ’22)

Since the brand redesign, Valdispert in Netherlands has grown +12% and reached record market share, but also managed to grow the market by 7% thanks to a clear design that helped consumers navigate the shelf and find a solution for their specific sleep issue. (Reference; Nielsen data value sell out, Netherlands, MAT Dec’23.)

The restyle has been rolled out successfully across Europe, as well as in Hong Kong - considering slight adaptation of the design to fit the specific market realities.