The Brand: Remrandt
The Aim: In an attempt to radically rebrand its newly acquired oral healthcare line, Johnson & Johnson created a packaging plan to achieve shelf differentiation and also to create a product that provided consumers with a meaningful experience, one that transcended the functionality with which oral healthcare had traditionally been associated.
The Strategy: The hallmark of the repackaging campaign was simplication: the new boxes were white and uncluttered. Retailers were also asked to shelf the entire brand in one location, creating a noticeable wall of white.
*Information courtesy of Laforce + Stevens.
