Product Repositioning
Insight
Consumers do not associate Calpol's cough products with the brand.
Solution
Reposition the current cough line and redesign the packaging to align with new product claims and the packaging design of the rest of our products.
Process
Awareness of our cough products was low, so we decided to conduct a nation-wide survey, as well as focus groups where we could find out more about what mothers were looking for in a cough product and whether they were aware that we made these products. We learned that there was very little association with our main brand.
We decided to reposition the product leveraging Calpol’s brand presence, we redesigned the packaging to align with our main line and launched a campaign for both parents and healthcare professionals that highlighted our "family" of products. We also created “end cap” displays in store to highlight the repositioning at various retail channels.
Results
Sales of the cough product line increased as a result of the repositioning efforts.
