Shaking Up the Package Design

Glucerna’s sales had been stagnant despite a number of line extensions, so we dug deep to not only discern problems but also discover opportunities. Using our proprietary ToolBox™ equity research, we found that while Glucerna was developed as a medical food, for people with diabetes it goes beyond medicine. It has become the crave-ably delicious bright spot in their management regimen. So we revamped the packaging with stronger emotional cues to increase appetite appeal and improved shopability.

Client: Abbott Nutrition