Steering Leadership of Solpadeine
as #1 Pain Relief brand in Pharmacy
Goals
Designed and implemented a comprehensive three-year growth plan for Solpadeine, aimed at:
- maximising brand growth through brand awareness and education on core product benefits and usage occasions
- expanding market share through responsible usage of Codeine
- Solpadeine is established as the go-to pain relief solution when needed most.
Challenge
Perrigo had limited knowledge in consumer health marketing with P-line products, despite the bold growth ambitions of the business.
Approach
Implementation of an “insights-first” methodology to harness brand growth
Conducted extensive market research, category reviews, and consumer usage and attitudes to uncover key growth opportunities.
Insights informed:
- Brand Positioning: Positioned Solpadeine as the #1 pain relief brand to use when most needed.
- Communication Messaging: Develop brand messaging specific to core usage occasions and main product benefits, increasing the relevance of Solpadeine, towards consumers seeking fast-acting and effective medicated pain relief options.
- Media Activation: Launched high-impact campaigns to increase consumer awareness of Solpadeineand improve the purchasing path through programmatic ads, TV, VOD, and Point of Sales materials within retailers and pharmacy chains.
- Healthcare Professional Collaboration: Built educational campaigns to engage healthcare professionals on responsible usage of Solpadeine.
- Innovation Pipeline: Contributed to innovation pipeline strategy to inform new product developments pipeline, in line with the evolving consumer needs and market gaps, while staying true to the brand’s core heritage.
Skills
Brand Strategy, Brand Positioning, Brand Management, Communication strategy, Marketing Campaigns, Consumer Research, In-Store brand activation, Retail expansion, Brand P&L
Website: https://www.solpadeine.co.uk
Results
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