brand Case Study

Developing a Unique Position Based on Emotional Drivers

The Client's Situation

A major OTC manufacturer was interested in entering the crowded Cold & Congestion market, particularly with many private label brands.

Mug of a hot beverage next to tissues and a pair of glasses

The Campaign

They needed to develop a positioning that would create differentiation and jumpstart interest and trial.

White tablet pills on a blue background with one differentiating yellow pill

Approach + Solution

We applied our proprietary EMOTIVATIONS approach to identify the cold suffers’ fundamental needs based on accepted psychological theories that explain human behavior.

We engaged 36 in-person mini-groups across six countries, with moderators specially trained in psychological techniques to access System 1 thinking.

A quantitative phase was also added to understand within each of the four opportunity spaces: size, customer value, and profiles (demographic, behavioral, attitudinal).

We ultimately identified two of the spaces as the key target areas and a third to consider.

Results

The brand increased trial and usage and was also able to differentiate itself to stretch into new market segment opportunities.

Our client created a unique global positioning around natural ingredients that lend increased energy and getting you back to family time.

Two adults walk with a child between them holding hands.
Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.
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