Pfizer: Emergen-C making healthy contagious
Pfizer Consumer Healthcare
Summary
In early 2012, Pfizer acquired the Emergen-C brand of dietary supplements. While it was a leading brand in the Immune Support category, it was beginning to languish, down -2% at the end of the '11/'12 cough-cold season. The following season, the brand grew driven by expanded distribution and increased trade promotion. Building on this tactical growth, the brand was faced with how to craft an integrated, cross-platform communication strategy to continue to drive sales, as well as, build long-term equity. Various research modalities, including mobile ethnography, led to a key consumer...