Kytta brand re-staging

This case study describes how Kytta – an ointment principally sold in Germany – repositioned its brand to break a cycle of lack of return on marketing investment.

Kytta brand re-staging

Campaign details

Category name: Pharmaceuticals & biotechnologyAgency: Creative LeapAdvertiser: Merck Consumer Health

Executive summary

Kytta is a plant-based topical ointment principally sold in Germany, used for the relief of chronic muscle, joint and back pain. The market is dominated by brand 'Goliath' Volterol which enjoys significant support.

Significant levels of above the line investment over a number of years (including TV, press and radio) had increased Kytta brand awareness but had failed to grow market share.

We were appointed to undertake a complete strategic review and re-staging of the brand to help...

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