First aid for sore throats
With this bold aim in mind, 1HQ was briefed to create a new global brand identity and architecture as a platform for geographical expansion and new product development.
To address this lack of coherence, we needed to create an all-embracing global brand identity and architecture that would improve understanding of the product portfolio and drive growth across adjacent market segments and new geographies.
Consumers engaging with the category were suffering with symptoms that had a surprisingly wide range of severity. That was the simple insight we needed to take giant steps forward.
We created a new logotype for all brand name variants and executed this across product variants within over 50 markets. We developed a clear hierarchy for the brand and sub-brands with designs and on-pack claims that answered every need.
Our work helped Strepsils consolidate its leadership position in the market with new formats and flavours filling existing gaps in the range. This led to impressive growth of 7% the following year.
We didn’t stop there. Further capitalising on our thinking, new products were developed and launched within both the severe and unlicensed segments. As part of this initiative, the new Streps Herbals range achieved significant share in the growing Asia Pacific region.
