Optibac

With the category predicted to grow four times faster than the overall digestive health sector, competitors and retail private label ranges were quickly moving in to erode the brand’s leadership position.

With so many more products to choose from and new UK legislation forbidding the use of the word ‘probiotics’, customers didn’t know which way to turn. That prompted Optibac to commission 1HQ to conduct an all-embracing review of their brand and communication strategy, and to quickly put things right again.

This identified that the brand lacked a clear positioning and value proposition. Consumers described Optibac as ‘bland’, ‘cold’ and ‘clinical’. What they wanted was a brand with empathy and natural wellbeing cues. We had some serious work to do.

It was seen as both aspirational and motivating by the trade and consumers, alike. It was also preferred over the key competitors, leading to new listings in major multiples.

At the same time, plastic in the packaging was down by over 96% in selected product SKUs. The plastic tubs had been replaced by glass jars with a metal, embossed lid that helped preserve the live cultures inside.  Adding to the appeal, a bow-shaped card insert shared the intriguing brand story. Optibac had suddenly become an aspirational lifestyle brand.

We didn’t stop there. A review of the range architecture has already led to a number of new product innovations with more in the pipeline.