Turnaround of turnover and sales after 4 years of negative development
The problem and our approach
- Aspirin belongs to Bayer and is available in different dosage forms – one of them is the well-known fizzy tablet Aspirin Plus C, which contains an active substance plus vitamin C
- After several years with negative growth a repositioning of Aspirin Plus C was needed to realize a turnaround
- For this purpose our team started by analyzing the possible brand growth-strategies and identified disloyal Aspirin Plus C users as the most promising target group
- In the next step we detected the biggest buying barriers of Aspiring Plus C along the purchase decision-making process…
- … in order to develop Power Insights that would convince disloyal users to buy Aspirin Plus C
Insights in our findings
Biggest buying barriers towards Aspirin Plus C, qualified with non-users
- Aspirin Plus C is not the first choice, because the active substance is diluted in water so the efficacy is not perceived to be strong enough
- Low recommendation-rate, because recommenders such as pharmacists lacked a clear story while they had enough stories to recommend competition (good even for those with a sensitive stomach, faster, etc.).
Most convincing Power Insights to overcome the barriers, qualified with non-users
- The well-known visual of the Aspirin Plus C tablet dissolving in a glass of water, had to be combined with the effectiveness of the drug
- All painkillers, that gradually dissolve in the stomach (as the most competitor products) are slow in progress. However Aspirin Plus C dissolves in water and therefore enters quickly into the bloodstream and eliminates the pain much faster
- The vitamin C acts as a catalyst, which speeds up the dissolving of the tablet
Based on the strongest Power Insights we developed a preference-generating positioning concept. This concept was the foundation for the new Aspirin Plus C campaign, including a TV spot, as well as online and offline media.
