Meda Pharmaceuticals – Vivarin

Vivarin Buyer Research & Messaging

Situation

Meda Pharmaceuticals sought to relaunch Vivarin – an over-the-counter caffeine pill that was losing market share to caffeinated drinks like 5 hour, high-calorie energy beverages, and of course coffee.

Their Atlanta marketing team sought to modify their messaging and positioning to differentiate themselves in a very competitive marketplace.  Furthermore, they sought to help consumers associate Vivarin with a new time of day.

Solution

We conducted buyer research to help us understand why buyers would purchase one caffeine source versus another. More specifically, we sought to understand:

In addition, we reviewed existing marketing materials to understand current messaging disconnect.

Results

The buyer research helped create new messaging and positioning that helped relaunch the product nationwide.  It also helped:



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E-Wise Communications