GSK has drawn on a vast bank of images and conversations from key global markets to help it establish a series of evolving “Health & Wellness Codes”.

Why it matters

The codes illustrate how health and wellness is expressed and understood by consumers in different markets and that in turn informs brand development and communication.

Takeaways

• It’s possible to learn a huge amount from decoding the way that consumers are telling their own stories – within a category there can be real richness that hasn’t yet been distilled into cultural content or brand content.
• Understanding the ‘ingredients’ that make...