Topical Pain Management · Sub-Saharan Africa · Brand
Turning pain relief into a reason to switch to herbal
Communications strategy for a topical pain management brand, challenging pill consumption and positioning a herbal topical portfolio as the alternative.
- month-on-month growth
- 30%month-on-month growth
- & transform
- Reposition& transform
- from pills to herbal
- Switchfrom pills to herbal
The situation
Pain relief was often associated with pill consumption. The opportunity was to challenge this behaviour and position the brand's topical pain-relief portfolio as a herbal alternative.
What I did
Four moves, in order.
Develop the switch strategy
Developed the communication strategy around switching from pills to a herbal remedy.
Create the TVCs
Created TVCs across Balm, Universal Oil and Ultra Power Balm, building a consistent switch narrative across the portfolio.
Drive mass awareness
Used mass communication to drive awareness and consideration of the herbal alternative.
What changed
30% month-on-month growth.
Challenged established pain-relief behaviour and positioned the brand's topical portfolio as a credible herbal switch.
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