MODERN PAINKILLER BRAND
The portfolio of USP Zdrowie is a rare case in the world where one company holds the two largest painkiller brands on the market – Apap and Ibuprom. When we were asked to help in developing a strategy, both brands were facing intense competition activity. They also faced the challenge of finding a new way of image development as the existing narratives were already used up.
The key was the precise selection of dimensions in which both brands should differ. The idea was to minimise the risk of cannibalization and to facilitate their further development in a category that is very low-engaging, associated with negative motivation and offering limited possibilities for brand differentiation.
The entire project was comprehensive. We started with an audit of categories, brands, and elements that build experience at various points of contact. Then, we developed portfolio and positioning strategies. We also co-created product developments of the Ibuprom brand. The last element of the project concerned the brand experience program, including communication, branding, and brand design.
As a consequence of the concepts developed in the strategic process, the Ibuprom brand sharpened its positioning. A new communication platform was developed, packaging was changed, and the existing media plans, based mainly on the use of TV, were supplemented with other media (including ooh). The current product portfolio of the brand has opened up to product innovations (launch of the RR variant) and product formats other than tablets (Sport gel).