After identifying a strong cultural tension that the brand could own and solve, we positioned COLD-FX as a lifestyle brand.
COLD-FX became an ally for people when it came to living life to the fullest, especially at times when they most wanted and needed to be well. Instead of succumbing to flu season, COLD-FX empowered people to stay healthier, stronger and on top of their game. Thanks to COLD-FX, feeling under the weather during flu season became making the most of “You Season.”
COLD-FX had experienced a series of challenges that contributed to a decline in POS and market share. Our challenge was to work closely with the client team to stabilize the business with current consumers while attracting a whole new set of fans.
We identified a strong cultural tension that COLD-FX could own and solve. We used this to position COLD-FX as a lifestyle brand, then tested this new content via a marketing optimization approach, using our findings to gain greater ROI from their marketing dollars.
Through strategic workshops with the client, we identified four audience personas and cultural tensions that related to COLD-FX. From here, we developed a messaging matrix to help tailor and deliver messages to each of the identified audiences, positioning COLD-FX as a brand that helps you live the life you want to live.
Instead of the traditional symptomatic messaging adopted by the competition, focusing on the downside of flu season, we positioned COLD-FX as a supporter in living life to the fullest, focusing on the upside of staying healthy.
After the 2017/18 campaign came to a close, and for the first time in a decade COLD-FX’s national sales improved by 15%, equating to an increase of $2.7M.