Convinced that a "revolutionary" new form of calcium supplement required equally novel packaging, Mead Johnson Nutritionals launched its Viactiv(TM) Soft Calcium Chew in two package formats unique in the nutrition supplement arena.
"As we looked at the packaging used for the vitamins and minerals category, we felt differentiation was all-important," says Viactiv brand manager Tom Hancock. "The store shelf today for this category holds basically the same plastic bottle in the same folding carton that it has for years. We wanted to stand out. Cost was certainly a consideration, but it wasn't the end-all, be-all."
