Client: Omega Pharma
We worked collaboratively with Omega Pharma to launch a new cough brand into the saturated UK market, resulting in the biggest launch across total healthcare in 2014/15.
Omega Pharma wanted to launch a new cough brand into the UK, to disrupt the market and drive category growth in a market where previous NPD launches had left the category flat.
Using our collaborative, insight-led process, we uncovered a number of highly impactful shopper insights to drive category growth. We worked with the retailers directly to co-develop in-store activation plans to create a big bang launch.
Won the OTC Award for Best Launch in 2014/15. Won the Pharmacy Award for Best Launch in 2014/15. Achieved #2 brand status in the UK market within 8 weeks of launch!
We worked with Happen to launch Bronchostop Cough Liquids and Pastilles for Winter 2015. By using unique insights and an approach that was new to both our colleagues and our customers we gained great engagement that delivered, what was according to IRI, the biggest Healthcare NPD launch in almost 10 years! We achieved an 11% share of the cough category, in a market in which shoppers are on autopilot to buy the same brand their mother bought. During the peak of the season we sold 1 pack every 10 seconds!
Head of Commercial Strategy & Implementation
Omega Pharma UK
Industry Health care
The fantastic results on BronchoStop are testament to the collaborative approach we took with both Omega Pharma and the retailers to land amazing distribution and in-store activation.Our People