Emergen-C had been growing, but was beginning to flounder as the Sales and Marketing teams struggled to find direction. The CEO brought us in to help assess and manage the existing teams, evaluate the business plans, and plot a path forward to return the brand to strong growth. After several months and further discussions, we agreed to turn our initial temporary assignment into a full time permanent one. We stayed with the company as it returned to growth, focused resources on demonstrable strategies and tactics, and played a key role in the sale process. We stayed on to transition the brand and departments for the first six months post-acquisition by Pfizer.
After a couple of years of running the same upbeat advertising, the brand wanted to understand if new advertising could help increase the growth rate and fuel everyday usage.
We undertook extensive research into how consumers interacted with the brand, when, where and why. We identified a key barrier for those who were not using the brand at all or very often – the name. Of course, we were not going to change the brand name, but what could we do? We brought various ideas before them trying to determine if one could move the needle. However, none were working.
It was then that we asked the agency to embrace the name and try a new approach. We can’t tell you what the exact idea was, but consumers embraced it and the result was “My Emergen-C.” This campaign idea was then rolled across the entire marketing platform including digital and social media. As a result, we received thousands of stories from our consumers – some of which made it into future ads.
The “My Emergen-C” Television and Print [...]