This is a new brand from the makers of Yummi Bears. The product is a gummy vitamin for adults.

Focus groups indicated a strong preference for a chewable adult vitamin. The fact is that over 74% of adults have trouble swallowing vitamins. This was a positioning issue. Slice of Life was first in the category but needed to be positioned against alternatives like liquid vitamins. Additionally, the delivery system could be viewed as frivolous or too sweet.
The packaging took the sophisticated positioning to mitigate any frivolous perceptions.

We launched with sample kits in the hotel rooms of purchasing agents at the industry's largest trade show—Natural Products Expo-West. Additionally, Quantum created a Disruptive! Hanging sign where we made giant arc of translucent slices flying through the air. Further launch tactics included a new web site, free samples and an aggressive POS program.