alli: Breaking new ground with a new weight loss brand

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.

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...

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Insights Team
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