Transforming a Natural Nasal Care range into a Market Leader
Goals
Designed and implemented a comprehensive three-year growth plan for Stérimar, aimed at:
- maximising brand growth
- expanding market share
- establishing Stérimar as the go-to natural sea-water-based nasal spray for consumers and healthcare professionals in the UK and Ireland.
Challenge
Despite the strong French heritage of Sterimar brand, its positioning and range functionality was unclear to UK consumers. Church & Dwight needed to understand local consumer needs to increase relevance of the brand.
Approach
Implementation of an “insights-first” methodology to harness brand growth, by conducted extensive market research, category reviews, and consumer research to uncover key opportunities for growth. Insights informed:
- Brand Positioning: Positioned Stérimar as the #1 trusted, GP-recommended natural sea-water based solution nasal spray that doesn’t compromise on health.
- Communication Messaging: Developed messaging focused on empowering consumers to make informed health decisions for their nasal conditions with Stérimar as a natural, effective solution.
- Media Activation: Launched high-impact campaigns to increase consumer awareness at key moments of receptivity, and improve the purchasing path through programmatic ads, TV, social media, and VOD.
- Healthcare Professional Collaboration: Built educational campaigns to engage healthcare professionals, driving patient referrals and trials of Stérimar.
- Innovation Pipeline: Aligned product innovations with evolving consumer needs and market gaps, while staying true to the brand’s core heritage.
Skills
Brand Restage, Brand Strategy, Brand Positioning, Brand Management, Communication strategy, Packaging, Retail Entry and Scale Up
Website: https://www.sterimar.com/en/
Results
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