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heart knows best...


With the tainted milk scandal in China, as well as the Fonterra milk powder botulism issue, the Dumex brand was deeply damaged and had lost over 50% of its market share. Dumex needed to rebuild its credibility and reconnect with mums both rationally and emotionally.


In order to simplify brand choice, we redefined the brand positioning to deliver a more meaningful emotional message of 'heart knows best', which is complimented by a new graphic style and identity.


Since the relaunch, Dumex has significantly rebuilt consumers trust and regained 30% of the market share. Leveraging this success, the brand is now extending its range within the category.

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