What was the irrefutable consumer insight?
My environment leaves me physically and emotionally vulnerable, and I want to be empowered to be my best self.
Describe the marketing challenge.
In 2012, Pfizer Consumer Healthcare acquired the Emergen-C brand. In two short years, the company aggressively grew the brand driven by the 2013/2014 campaign, Making Healthy Contagious. The insights work that inspired this campaign was the recipient of two gold Ogilvy awards in 2015, as it solidified Emergen-C's position as the #1 Immune Support brand in the U.S. That was Chapter One in the brand's story. Now the brand was ready for Chapter Two.
The marketing challenge before Emergen-C was straightforward, yet daunting. In order for the brand to continue its trajectory of growth, it had to aspire higher than seasonal immune support and we set our sights high – Emergen-C had to transform itself into an everyday wellness brand. However, Emergen-C has long been perceived as a Vitamin-C product that consumers turn to when they or those around them are feeling sick. This meant we had to break longstanding beliefs, and shift the paradigm for a very problem / solution-oriented brand whose brand benefits were tied to a specific season and competitive set. It required motivating consumers to change their behavior and consider the brand for use year-round and, to do this, we had to elevate the conversation above immune support to unlock the brand's full potential.