From cold remedy to lifestyle brand
Stabilize the current customer base while attracting a whole new set of fans.
Through strategic workshops with the client, we identified the brand’s cultural tensions and audience personas. From there, we developed a messaging matrix to better tailor and deliver messages to each of the identified audiences.
Instead of the traditional symptomatic messaging adopted by the competition, focusing on the downside of flu season, we positioned COLD-FX as an ally for living life to the fullest, focusing on the upside of staying healthy. We then tested the new content via a marketing optimization approach and used our findings to gain greater ROI from their marketing dollars.
For the first time in a decade, COLD-FX’s national sales jumped by 15%, an increase of $2.7M.