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Dumex

heart knows best...

opportunity

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.

solution

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.

result

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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