PELAVO
BOLD REPOSITIONING
STARTING POINT
Pelavo started out in a highly competitive market for various cold remedies. At the time of launch, over 60 products were available on it. The brand itself was created based on natural substances and had an offer for both adults and children.
CHALLENGE
Our task was to improve the brand’s image and sales position on the market of cold remedies and to revise its strategy. The key was to develop a new positioning for Pelavo, along with a product portfolio, and to prepare an effective communication strategy.
SOLUTIONS
Due to the nature of the product (liquid / syrup), we repositioned the brand as fully targeted at children. In addition, we identified a gap which was not filled by children brands – the need for a reflective approach to treating the common cold: “a drug for children should not only fight symptoms, but also strengthen a small organism so that it can create its own protective barrier against viruses and bacteria.”
An important thread related to the competition strategy was the enrichment of the naturalness attribute (dominant in the category) with science and knowledge. This action allowed to create the perception of professionalism, modernity, and effectiveness of the brand.
RESULTS
As a result of all the proposed activities, the brand’s share has doubled. Pelavo has moved from ninth market position to third. The brand was awarded for its transformation with EFFIE 2016 and Brand Identity Grand Prix 2016.
