Analysis of the visual product and brand strategy of global trade marks in dietary supplements for the elderly

Abstract

The growing importance of the elderly in social and political fields has brought changes to marketing strategies and design. The globalized world increasingly demands better ways of diffusing the cosmopolitan publicity message, which means the development of unified contents adapted to the needs of different cultural environments. This paper focuses on the specific case of the graphic model applied by the Nestlé company to the packaging of their Meritene product range in two different countries. For this we analyzed the Meritene range sold in Spain and the United Kingdom under the Nestlé Health Science global brandname. The study of the graphic advertising of the packaging was carried out from an inter-cultural perspective by analyzing all the possible changes to the brand's packaging, design and graphic communication.