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What was the challenge?

USP Zdrowie is a leading consumer healthcare business in Poland. When we say leading, we’re not exaggerating.

They have the number one brand in both the analgesic (that’s good old-fashioned pain relief, to you and me) and cold & flu categories.

Sore throats was their next target. They appointed 1HQ to develop and launch a new domestic challenger brand into the Polish market.  From a standing start, we’d be going head-to-head with established domestic players and the leading international brands, Strepsils and Cholinex. We’ve had easier challenges.

What was our thinking?

All our competitors were focusing on functional product benefits and problem-solution style advertising. A sea of sameness.

Success depended on us doing something different, which is how we eventually arrived at an emotional approach based on a simple but rewarding insight. A sore throat can lead to a lost voice and all kinds of tricky problems.

What did we do?

First, we developed a brand promise, ‘Reclaim your voice’. Then we set about making as much noise around that as we could.

From our brand promise, we developed the name Inovox, a logotype, packaging design and a bold brand visual identity using visible sound waves . Dynamic use of colour and iconography created stand-out graphics, seamlessly integrating  every element from packaging to advertising.

Our shiny new toolkit was used to brief local POS and production agencies. It also helped us develop a trade launch conference with a strong theme.

What did we achieve?

Our work gave USP Zdrowie plenty to shout about.

The trade embraced Inovox following the successful trade launch conference, and first-year sales projections were increased by a staggering 500%. Now you can find the product in over 10,000 Polish pharmacies.

It didn’t take long for Inovox to become the number three sore throat brand in Poland. Still no older than a toddler, we’re already leaving the domestic competition behind and snapping at the heels of the Big Two.

What did our client think?

“The Polish sore throat market is mature, has a huge number of players and is characterised by low consumer engagement. New entrants must stand out in terms of branding, packaging, and communications to gain consumers. 1HQ has developed strong, distinctive brand assets that work consistently through all consumer touchpoints. It’s the lynchpin for a future market leader.”
Justyna Fijalkowska
Product Manager, Inovox Express

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