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United Kingdom

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Design

Tag
Health & Wellness

Gaviscon

Over indulgence, under control

What was the challenge?

Gaviscon is a name we all know well.

Tried and trusted by indigestion and heartburn sufferers for over 45 years, Reckitt Benckiser (RB) felt the brand wasn’t making the most of its trusted heritage. In their eyes, it was time the brand started working as hard as the product’s active ingredients.

As part of an overall NPD programme, 1HQ was brought in to conceive exciting new product ideas and formats, tailored to the different symptoms of sufferers. We needed to create more of those ‘that’s exactly what I’m looking for’ moments.

What was our thinking?

To add more strings to Gaviscon’s bow, we needed to better understand the relationship that customers (as well as non-users) have with the brand.

We also needed to know more about those all-important usage occasions.

As the first stage in the project, our research team conducted brand and need equity analysis in search of game-changing insight.

What did we do?

First, we focused on developing the now iconic Gaviscon brand identity and torso design for Gaviscon’s original products.

Then, working with formulations developed by RB’s R&D teams, we set about developing new product propositions, sub brands and naming approaches for consumer testing.

The results were positive and we went on to develop sub-brand identities and packaging design for Gaviscon Advance, Double Action, Gavilast and Gaviscon Cool. As part of the project, we introduced new handy packs and liquid sachets to take advantage of out-of-home and on-the-go opportunities.

What did we achieve?

Like Gaviscon customers, the marketing team soon had good reason to smile.

The NPD programme has helped the Gaviscon brand go from strength to strength, both in terms of constantly providing ‘New News’ to the retail trade and in promoting added-value product ideas to loyal and new consumers alike.