Crafting a Digital Experience for the Rebranding of PediaSure
In order to defend against rapidly increasing market pressures and to launch a product innovation, the clients freshened up their brand with a buoyant, joyful new equity and a renewed focus on deliciously nutritious. A key part of the new equity and product innovation launches was a digital strategy that included the rearchitecture of the website.
The website offered the brand the overall opportunity to drive consideration and to do so by engaging and educating consumers about their little picky eaters and the brand's two products.
Communication focused on moms and the emotional battleground that they share with their little picky eaters when it comes to eating. The brand web property targeted moms by incorporating campaign creative and shared their pain and supporting their efforts by providing meaningful and useful content about picky eater nutrition and coping with table tactics. Recipes and entertainment applications rounded out the experience and led to doubling time on site and purchase intent.
The site home page featured campaign creative to ensure a cohesive integrated experience and visual treatments that pushed apart the two product lines.
The Yuck-o-Meter application mashed together elements of gaming with video for a highly engaging and persuasive experience.
The Yuck-o-Meter featured Kaylie, the ultimate arbiter of kid taste.
Kaylie, while ok with broccoli, denies the fish.
The application crowdsourced nutrition - the app totaled all of the responses and served up the stats in the experience.
The game's cute factor was balanced by the potential nutritional outages the parent's kid may be experiencing.
The application featured a soft sell screen that communicated the tastiness of the shake.
The Yuck-o-Meter was accompanied by a Yuck Report filled with nutrition information, tips, and advice - all based on parents' answers.
