Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.
A brand at risk of annihilation
Aspercreme was the #5 topical pain relief brand. It was puttering along as such until the category became a battlefield when Voltaren, the #1 global topical pain brand, received FDA approval to bring a new Arthritis Pain Rx to OTC. Aspercreme began hemorrhaging share at twice the rate of its competitors.
It was a brand in need of transformation, but the challenges were steep. Qualitative research affirmed consumers saw Aspercreme as a "geriatric" brand. Our brand healthy tracker uncovered that a...