Design consultancy: Creative Leap
Advertiser: USP Zdrowie

EXECUTIVE SUMMARY

USP Zdrowie asked Creative Leap to develop a totally new challenger OTC sore throat lozenge brand – one to take on both local and international brands operating in Poland.

Against an incredibly crowded category with flat growth, it's an unbelievable success story –  Inovox Express is on a trajectory to become Poland's number one brand in this category!

Much of the success can be attributed to Creative Leap's partnership with USP Zdrowie – pharmacists and consumers are responding to the differentiated consumer need approach of this challenger brand.

Many of the incredible results are confidential, but of those that can be shared, Inovox Express has achieved the following within just five months of its consumer activation:

  • Number 4 brand in OTC non-herbal sore throat lozenge category
  • 6.5% market share
  • +140% sales value versus category average
  • Sold in 8 out of 10 pharmacies
  • Design investment recouped in one month