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What was the challenge?

Kytta is a German plant-based ointment used for the relief of chronic muscle, joint and back pain.

Just like the customers who used the product, the brand was suffering, Despite strong clinical evidence and significant advertising investment, market share had remained static for years.

We were brought in to reinvigorate Kytta and get things moving again.

What was our thinking?

Our research team soon got under the skin of the problem with an initial immersion in the brand and the topical analgesic category.

So, here’s the thing: to its small but loyal user-base, Kytta is heaven-sent. But, for most sufferers of chronic muscle, joint and back pain, the brand’s claims of ‘proven pain relief’ weren’t credible. All down to a lack of belief in the efficacy of plant-based products.

What did we do?

We began with a series of consumer co-creation workshops to better understand the needs, attitudes and behaviours of chronic sufferers and to decode the key semiotics and category visual language.

Further research insights gave the team a snapshot of how we could drive brand re-consideration and encourage consumers to give Kytta a go.

Armed with this knowledge, we developed a new brand positioning, visual identity, packaging and communication style around ‘responsible pain management’. This concept reflected the brand’s unique dual benefit of efficacy and long-term tolerability.

The client’s advertising agency was briefed to develop a new TVC that supported our new brand proposition and communication strategy.

What did we achieve?

In pre-launch consumer research, the new brand identity got a big thumbs up.

60% of the target market said they’d buy Kytta for themselves. Even better, 77% of those who bought rival products found the new look and feel more appealing and motivating than before. A big fly in the ointment for the competition!

Results in the real world were equally encouraging. Market share for Kytta grew 38% within three months, and the brand continues to go from strength to strength.

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