PELAVO
BOLD REPOSITIONING
project
Taking a decisive, bold step to reposition a cold remedy brand in a fiercely competitive market.
CHALLENGE
Pelavo entered a category packed with over 60 competing cold remedies, making differentiation an uphill battle. To gain traction, the brand needed a sharp, strategic pivot that would cut through the noise and connect with a specific, underserved audience.
execution
Our mission was to strengthen Pelavo’s positioning and drive market growth. The product’s syrup format naturally led us to focus exclusively on children. We identified an unmet market need – parents were seeking more than symptom relief; they wanted products that supported long-term immunity.
This insight shaped the brand’s new positioning: a solution that blends natural ingredients with proven efficacy. The messaging strategy emphasized both the natural aspect of the product and its scientific credibility, creating a unique balance that reassured parents while differentiating Pelavo from competitors. The repositioning also framed Pelavo as a proactive health partner, not just a reactive remedy.
RESULTS
The repositioning delivered outstanding results. Pelavo’s market share doubled, propelling the brand from ninth place to third in the category. The success of this transformation was recognized with prestigious awards, including EFFIE 2016 and Brand Identity Grand Prix 2016.
