Our client was preparing to launch a new flu vaccination in a crowded market marked by inertia. Whilst the vaccine had some functional advantages, competitors were expected to quickly catch up.
WHAT WE DID
A Culture Read allowed us to zoom out beyond the category to access the wider space of health and wellbeing. This was coupled with discovery sessions with GPs to identify how to create an emotional connection with the new brand and the white space in the category.
We developed six unique and relevant strategic territories that overlaid distinct product features with important cultural forces providing the blueprint for the global brand positioning.