Client: GlaxoSmithKline
Project: New Brand Positioning for Malarone (Antimaliarial vaccine)
Objective: To reposition the brand in order to increase market share in a fast growing market
Audience: Primarily - UK GP Practices, Secondary - patients/travellers
Issues: The vaccine was the most expensive in the market.
It had some advantages in terms of ease of administration, compliance and efficacy (especially for children) but these claims were not easy to substantiate under pharmaceutical industry promotional legislation. The clients product marketing team were very inexperienced.
Involvement: Facilitated brand workshops with client (including medical advisors, field sales team, brand and product marketing team, and agency creatives)
Drafted brand portraits - formated to meet client’s standard templates. Facilitated agreement on brand portrait content and articulation of brand essence. Translated brand portrait and product benefits into key selling messages for both target audiences. Oversaw and facilitated a consultative approach to the development of creative brand concepts (incl. use of customer focus groups). Wrote all creative copy for new brand materials (incl medical copy) and product re-launch campaign
Outcome: Product successfully relaunched and increased market share in following year by nearly 5%.
Campaign and branding exercise won a prestigious GSK internal award for brand excellence.
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