Myvitamins Kids Gummies

THE CHALLENGE
Myvitamins planned to launch its first-ever kids' multivitamin range, entering a new category with a product designed to make daily nutrition simple and enjoyable. The goal was to engage existing adult customers with children, while staying true to the brand's ethos of "keeping health and wellness simple." The challenge lay in reassuring parents who were mindful of their children’s nutritional intake while delivering a fun, delicious product that kids would genuinely enjoy.


THE IDEA: "Born to Be Wild"
The creative concept evolved from the product’s packaging design. The playful animal characters, led by the adventurous bear "Tubby," became the heart of the campaign. Tubby embarked on playful outdoor adventures that mirrored the kind of imaginative play children experience. This narrative aimed to both captured kids' attention, while also connecting with parents through a simple language and tone, that was both approachable and reassuring.

Market research was conducted, along with small interactive workshops, ensuring the design and gummy format resonated with both audiences. The bold packaging colours inspired a cohesive visual direction across all campaign touch points, from digital, print, in-store activations, and shelf displays. The result was a standout campaign that positioned Myvitamins kids gummies as a fun, trustworthy, and health-conscious choice for families exploring their children's nutritional needs.