Ensure had an image problem. Despite being the #1 Doctor Recommended brand, they were seen as the stuff that old people drink. It was time to clean out the closet and improve shopability. We updated positioning, simplified the architecture, created a new packaging system and developed naming principles. This streamlined the brand’s offerings and made room for growth — including the launch of Enlive, a new-to-the-world product that enabled a premium position and increased share of the adult nutrition market for Abbott.
Ensure’s Enlive set a new standard for ready-to-drink shake nutrition with an all-in-one blend of ingredients that supports muscle, bone, heart, immune and digestive tract health.