Vivarin Buyer Research & Messaging
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.
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.
The buyer research helped create new messaging and positioning that helped relaunch the product nationwide. It also helped: