A winning formula…naturally
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.
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.
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.
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.
