How did Rosetta help turn around a long-declining OTC brand?

Situation

A major over-the-counter analgesics brand required deep consumer insight and bold action to reverse years of sales and market share declines.

Solution 

Rosetta engineered a brand turnaround by: identifying the core consumer segment that accounted for 25% of the category and 40% of brand sales, reorienting marketing strategies around the consumers most aligned with the brand’s value proposition and offering the most growth opportunity, and re-staging the brand to fully exploit target consumer insights:

• Brand creative was optimized to the target consumer and achieved unprecedented ARS scores
• TV and print media plans were optimized toward target consumers, achieving a 20% increase in target GRPs with no change in spend
• New products and packaging were optimized for maximum appeal to target consumers
  

Impact

As a result of the re-staging, after years of decline, the brand had five consecutive quarters of sales and market share growth.