FORMULATED
FOR TINY
TUMMIES
a2 GENTLE GOLD LAUNCH
BROADENING THE APPEAL OF a2’S INFANT FORMULA PORTFOLIO
• Creative Strategy • Portfolio Architecture • Distinctive Brand Asset Exploration • Brand Name • Visual Identity • Packaging design
THE CHALLENGE
To successfully launch a premium infant milk formula from a2 for Aussies that is loved by little tummies.
The new range needed to strongly connect to a2’s Distinctive Brand Assets which was explored and uncovered throughout extensive consumer research.
“The launch of our a2 Gentle Gold range is an exciting time for our business and our continued growth. We were delighted to work with the Saltmine team on this project. They are a great partner and true collaborator. They not only understood our challenges, but also pushed us outside of our comfort zone to deliver the best result for launch. We’re excited to see the success of this launch in market.”
Edith Bailey, Chief Marketing Officer
a2 GENTLE GOLD LAUNCH
7 MAJOR CATEGORY SEMIOTIC REVIEW
3 CREATIVE TERRITORIES FOR EXPLORATION
4 COLLABORATIVE WORKSHOPS
MULTIPLE ROUNDS OF CONSUMER RESEARCH
20 GOLD SAMPLES
4 PRODUCTS
