SITUATION
Mylan/Meda Pharmaceuticals sought to relaunch Vivarin, an over-the-counter caffeine pill that was losing market share to caffeinated, high-calorie energy beverages and of course coffee.
Their Atlanta 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:
- The time of day and reasons consumers were most likely to purchase (to help frame a go-to-market strategy as well as content development).
- Online activity (to pinpoint digital advertisement).
- Solution-seeking keywords (to optimize their website’s SEO).
In addition, we reviewed existing marketing materials to understand current messaging disconnect.
RESULTS
The buyer research created new messaging and positioning that helped relaunch the product nationwide. It also:
- Targeted professionals who utilized caffeine more frequently.
- Focused Google Ads and website SEO activity based on keyword analysis conducted.
- Created targeted content for their website, commercials, videos, as well as radio advertisement placed on Pandora.
- Improved sales and marketing lead generation results.
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