Changing minds
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.
Moving markets
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.
