alli: Breaking new ground with a new weight loss brand

SNAPSHOT

The company rewrote the rules of the weight loss category with the ambitious launch of a revolutionary new brand.

KEY INSIGHTS

  • Launching a radical new product into such a sensitive area as weight loss meant establishing a positioning that was honest, credible and truthful about what could be achieved.

  • Insights enabled the company to empathise with consumers' struggles by developing a number of initiatives, including offering them online forums and ensuring that pharmacists were well briefed on how to consult effectively about weight loss.

  • The innovative campaign ran across a wide range of channels and paid off with high levels of consumer awareness and strong sales from the start.

SUMMARY

GlaxoSmithKline Consumer Healthcare UK is part of GlaxoSmithKline (GSK), with headquarters in the UK and an estimated seven per cent of the world's pharmaceutical market. GSK's Consumer Healthcare UK is the UK's leading over the counter (OTC) company and home to a wide range of household brands.