EN
The desire to follow a vegan or plant-based diet has increased significantly over the past ten years. This trend is also evident among patients who require medical nutrition therapy. With the 2023 launch of Fortimel® PlantBased Energy, the brand is introducing a new, innovative product that is unique on the market.
A 360° campaign was designed to support the launch and raise awareness of the new product among target groups. To achieve this, parallel "Health Care Professional" and "Direct-to-Patient" activations were planned across various touchpoints for both audiences.
Using organic-style botanical scribbles and natural-looking imagery, plant-based nutrition was translated visually into the brand's signature look.
Recurring visual elements and the familiar Fortimel® scribble style ensured high brand recognition and an appealing, consistent look across target groups and numerous initiatives.
The campaign generated awareness for the new product and increased brand recognition among both HCPs and patients. The launch added an important component to the product portfolio.
Fortimel® is perceived not only as a pioneer but also as a competent partner in the field of oral nutritional supplements.
