- Research Intent: A Canadian healthcare company using the best of science and nature had developed a revolutionary cold remedy and had reached #1 status. It needed to understand how best to extend the franchise and leverage insights to strategize for a U.S. launch.
- Integrated Design: Men were found to be buying, using and advocating for this product. The study created comprised of self-ethnographies and full spectrum explorations via focus groups with both male and female adults, with and without families.
- Insights revealed that this product appealed to ‘high risk’ groups working in public facing roles who couldn’t afford to get sick. This group needed to take charge of their health and used the product year round as a supplement to protect them. Athletes’ endorsement was also seen as the ultimate torture testing for efficacy and safety.
- Actionable Insights: The insights gleaned formed the backbone of the brand communication strategy, and the creative concept using athletes was developed further. A listing with a major U.S. chain was achieved.
