The "packaging facelift" designed by the FCB team coincides with a range rationalisation from 19 stock keeping units (SKUs) to 11, and a focus on the core products which include the Eulactol Heel Balm, the Specific Formula for Cuticle and Nails, the Creams and Lotion for Very Dry Skins and the Lip Balm SPF15.
"The new packaging designed by FCB is contemporary and better communicates the benefits that Eulactol provides," says Dina Taylor, category marketing manager at Tiger Brands. "The Eulactol brand provides solutions to dry skin problems and so we felt that focussing on the end result in terms of what the product delivers, rather than the problem, was more motivating and appealing. Now very attractive, it has the look and feel of a brand any consumer would be proud to be seen using.
"The main aim of launching a unified Eulactol range was to communicate the product efficacy and increase awareness and trial, as well as boost brand loyalty, for all products in the range among consumers and specialists such as doctors, dermatologists and beauticians.
"The launch was driven through improved visibility in store as well as targeted print advertising in consumer magazines and specialised pharmacy and medical journals and, importantly, by the new packaging."
Romaine Mackenzie at FCB Johannesburg says: "Research shows that Eulactol, originally launched in the 1980s, remains a well-known and -trusted brand in SA. Yet, since its acquisition by Tiger Brands three years ago, the brand has essentially continued unchanged. An update was due, therefore, and that provided an opportunity to do something about the fact that the pack graphics, logo and colours did not present a unified appearance across the range.
"These discrepancies have been addressed in the new look, which successfully modernises the visual aspects while keeping the blue and white colouring that forms part of the brand identity."