Case Studies - Complan

Our work on Complan is a classic case of redefining and repositioning an ‘old’ brand. The brand, owned by Saatchi & Saatchi and Heinz, was suffering from dwindling sales and a lack of clarity as to who the brand appealed to. Millennium’s task was to perform a 21st century SWOT analysis on Complan and relay the results to Saatchi & Saatchi for further action.

The brand underwent a process to unlock the core audience and potential new opportunities. The initial view was that the product was for the ‘elderly’ and primarily for aiding the sick. Diversification was therefore important to leverage the value of the brand and to make the product more appealing. As a result we looked at a hypotonic product, meal replacement bar and ready to drink versions of the ‘meal in a cup’.