The document summarizes the results of redesigning the packaging for a baby formula brand. It conducted a brand analysis that showed deficits in the areas of contemporary and emotional attributes. The new packaging design highlights emotionality and tradition elements. Consumer tests showed positive reactions to the new design with 90% having only positive associations and 80% considering the overall impression as very good. The packaging generated interest and increased willingness to buy.

1. Fresh Breeze For Your Customers

2. Design-Relaunch

3. Learnings From the Brand Core Analysis
• Our positioning is based on the following 4 core pillars:
Love and Proximity Tradition
That is what we
stand for…
Fulfillment Made in Germany
Results of an extensive brand core analysis showed deficits of the brand in
the dimensions „Contemporary“ and „Emotional“, which should be stressed
in the future (EUMARA Marketanalysis 2008, n = 144) 25.06.2009 Seite 3

4. Design Hitting the Mark
currrent from 2009
Our optimalized packaging design reflects our new
positioning 25.06.2009 Seite 4

5. Emotionality and Contemporary Character
Have Been Highlighted
Heart gives an
60 years of experience and emotional trait to
„German Quality“ create the logo
trust
Humana brand stays Bottle picture shows
clearly in focus a realistic picture of
the finished product
„Cuddly-Sheep“
underlines
emotionality of the
product
The Humana Brand Becomes Stronger
25.06.2009 Seite 5

6. For Your Customers – All Important Issues At
Once
Optimalized
competitive product Clear repeated
description recognition of the
logo
Feeding stage
now more in
focus The most important
USPs clearly
Innovative visualisation
fórmulated in front
and strengthening of
the multistage concept
Visually attractive packaging –
high willingness to purchase 25.06.2009 Seite 6

7. Mothers are excited*
They consider …
• colors to be mild and friendly
• sheep is nice and friendly
• design focused and attractive
description of important functional substances
especially clear and impressive
• products in general very sympathetic
* EUMARA Packagetest May 2009,
n=80, 1/3 Humana-Users + 2/3 Competition-Users 25.06.2009 Seite 7

8. Crucial Results of the Test*
90% of the respondents have only positive associations related
to the optimized packaging design
70% of the respondents have no design related improvement
proposals and consider the package to be very attractive
80% of all respondents consider the total impression of the new
package to be very good or good
* EUMARA Packagetest May 2009,
n=80, 1/3 Humana-Users + 2/3 Competition-Users 25.06.2009 Seite 8

9. In Test the Number 1*
Ø Note: 2,3 2,9 3,4 3,5 4,0 4,9
40% of all respondents prefer the Humana packaging and put it
on first place in their ranking
* EUMARA Packagetest May 2009,
n=80, 1/3 Humana-Users + 2/3 Competition-Users 25.06.2009 Seite 9

10. The package creates interest and
focuses my attention. I am
interested to inquire more about
the product advantages and can
very well imagine buying the
product.
Above Average Willigness To Buy
25.06.2009 Seite 10

11. Important Innovations / Changes
• Easier opening of the sachets
• Practical resealable closure of the sachets
• Dauermilch1 is further on Starter formula1
• New article numbers and core data due to
changes in packaging size
25.06.2009 Seite 11

12. Activation Concept

13. Internet Relaunch
• 2010 will be the communication package further on
strengthened based on results of the core analysis
• Central element will be the Internet Relaunch, happening
already in 4th Quarter 2009
• Target is among others a clear improvement of the
interaction with our customers with positive efects on
brand image and awareness
25.06.2009 Seite 13

14. Thank you for your attention!