To develop an awareness of the Cadelius name and brand/image, to promote the taste benefits of Cadelius, and to highlight that Cadelius dosing has been adjusted to reflect international trends, i.e. lower Calcium and higher vitamin D.
Create brand concepts, logos, strapline and ultimately brand guidelines for Cadelius and create marketing collateral from same.
Initially we developed a logo for the campaign, incorporating the citrus flavour (lemon slice), Cadelius’s superior taste over the competition, the daily dose, and finally a bone joint as the letter ‘I’.
We then developed a campaign that highlighted the citrus taste and the palatability of the product, and as it is a bone strengthening product we decided to use the visual of a desert above an oasis to juxtapose the idea of ‘Bone Dry’ being a desert and Cadielius being an ‘OsteOasis’.
The client was very happy with the campaign and decided to brand all support materials with our new designs, including leave pieces, patient information, order sheets and press advertising.