Nutren is Nestlé’s line of nutritional supplements for all ages, with products that offer different nutritional propositions, such as Nutren Active, for adults that want a boost in energy levels and to improve the mood, Nutren Beauty, with collagen, among others. To offer an innovative nutritional supplement to the Brazilian market, under a global scope project – involving local professionals as well as ones from the Swiss headquarters, we developed together an in-depth strategy study aiming to understand the new product appeal for Brazilians and how to adjust it to the Nutren brand.
Testing, understanding, adjusting the concept
To assess the relevance of Nutren’s new proposition of nutritional cell protection to local consumers, our strategy and design team organized a squad lab with multidisciplinary professionals from Nestlé (local and global marketing teams), communication agencies and consumers. We carried out an intensive co-creation work with potential consumers of the nutritional supplements’ category, discussing the main inputs with the team after each group dynamic, in a Recycling process, refining visual and verbal concepts to be tested with the next group of consumers. Moreover, at the end of the squad lab, we conducted in-depth interviews with nutritionists, general practitioner and endocrinologists to validate the concept of cell nutrition as a supplement (Celltrient® franchising), its understanding and the best way to communicate its benefits, since it is an innovation in the category, with no competitors.
Designing and prototyping the packaging
Once we defined the product’s unique value, the next step was to get the strategy and design team to work together on the product’s packaging design. The main insights lent by the squad lab, such as: scientifically proven, protection at cellular level against age-related damages, highlight for the benefits of amino acids (and not just vitamins), were applied to the packaging.
The result was the launch of a product that is unique in the world, offering nutrition and cell protection, described in a simple and direct manner for clear understanding.
