While LivRelief had achieved majority market share in the topical cream category in Canada and premium shelf space in Canadian drugstores, Ideabar’s data insights and brand strategies revealed that a lateral U.S. move would have landed the brand in an extremely crowded space. Ideabar recommended a reposition and rebrand, playing up the natural properties of the Rutin ingredient to a more affluent, natural-minded weekend warrior who preferred LivRelief’s topical delivery mechanism over taking one more pill. This allowed LivRelief to increase its price point and target a non-traditional pain cream consumer.
The complete repositioning and reimagining of the brand – coupled with a heavily digital, integrated media strategy to identify targets, entry points and market areas – crushed the client’s goals for sample requests by 75%. The campaign delivered over 252 million impressions, and product sales on Amazon attracted big box attention.