GlaxoSmithKline (GSK), the healthcare company, has categorised its brand portfolio into four groups as part of its strategy to provide the best support to consumers during the COVID-19 pandemic.

Tamara Rogers, chief marketing officer/consumer healthcare at GSK, discussed this subject in a session at Lions Live, an online conference held by Cannes Lions, a sister company of WARC.

“We took a look through the lens of the consumer and shifted our strategies – whether they were media or whether they were content – to really make sure that we are showing up when and where we need to be,” she said. (For more, watch the full video of her interview here. WARC subscribers can read a summary report here.)

And, Rogers continued, the firm has reorganised its brands into four categories, the first of which includes premium and discretionary brands like ChapStick lip balm and Zovirax cold sore treatment. “We want to make sure we maintain those kinds of brands,” Rogers said.

A second group of brands within GSK’s portfolio involves “treatment mainstays”, such as the Advil and Panadol pain relief offerings.

“They have a really important role to play [during COVID-19], whether that’s an Advil or a Panadol. Those are brands which really do help with some of the symptoms and issues that people are facing,” Rogers said.

“We need to make sure that we continue to drive those and make sure that they’re available. We had to cut considerably the number of SKUs on Panadol to make sure we could really meet the demand, and make sure people could find them and they were visible in store.”

A third segment of GSK consumer brands are focused on preventing everyday health ailments, such as by taking vitamins and supplements.

“People are really thinking about their health, it’s become front and centre in the times that we’re suffering now. They’re thinking about prevention or vitamins, minerals and supplements,” said Rogers.

“Again, we needed to make sure that we were driving availability, presence and awareness of those brands.”

The final grouping of GSK’s products involve “everyday essentials” such as Sensodyne toothpaste, which help customers look after basic needs.

Rogers described the goal as “making sure that in lockdown that people are looking after their oral health, their oral hygiene and brushing twice a day. Again, really making sure that people have access to those everyday essentials,” she said.

Sourced from WARC