Culturelle Gift Box Limited Edition

Background & Challenges: Culturelle is a leading probiotic brand focused on supporting the digestive and immune health of families worldwide. After 3 years in the Korean market, Culturelle has gained popularity and sold well among kids and mothers, while the sales in other adult groups, such as grandparents, were weaker. The previous packaging was not distinguished enough to differentiate Culturelle’s products with different functions and set themselves apart from other probiotic brands. Furthermore, Culturelle only sells online, where aided brand awareness was low compared to paid media-spending competitors. Insights & Opportunities: In Asian countries, especially in Korea, gifting is a prevalent and vital tradition during holiday seasons, with health care supplements among the most common gifts. However, Culturelle did not have eye-catching packaging; the previous packaging was a plain simple paper box that did not inspire gifting. As gift-giving is a significant family tradition and a shopping trigger in Korea, it's an excellent opportunity for Culturelle to design a family-focused gift packaging to arouse our target audience's purchase interests. What we do: To raise Culturelle' s brand awareness and product sales among consumer groups of all ages, we took the opportunity to share tradition in Korea by creating a stylish new packaging to be used exclusively for holiday gifting. Considering that kids don't like taking health supplements in Korea, we creatively brought back a childhood favourite Korean Playbox in packaging to intrigue children's interests in probiotics. We had also designed a mascot character for each family member - dad, mom, son, daughter, and adapted the character designs to packaging to differentiate the product's different functions.