IBUPROM
MODERN PAINKILLER BRAND
project
Driving growth one leading pain relief brand without cannibalizing another in the same portfolio.
challenge
USP Zdrowie faced a unique challenge: managing both Ibuprom and Apap, two of Poland’s top pain relief brands. The challenge was clear—intensifying competition and narrative fatigue required a strategic reset. Both brands needed distinct directions to avoid overlap and maximize their potential.
execution
The goal was to define clear distinctions that allowed both brands to grow without conflict. Pain relief, being a low-engagement category driven by negative motivation, posed unique challenges for differentiation.
We began with a comprehensive category and brand audit, analyzing consumer touchpoints and experiences. These insights informed the development of a portfolio strategy and a repositioning framework for Ibuprom, including new product innovations. The final phase focused on delivering a unified brand experience, encompassing communication, visual identity, and packaging design.
RESULTS
Ibuprom emerged stronger, with a refreshed market position and a new communication platform. Packaging was redesigned, and media strategies were expanded to include channels like out-of-home (OOH). The brand’s portfolio was enriched with innovative offerings, including a fast-acting variant and new formats like Ibuprom Sport Gel.
