This case study from AMV BBDO is about the power of consumer brands to cross borders.
It’s about the international growth that resulted from taking a product out of its natural pharmaceutical environment and repositioning it as an integrated consumer brand.
There are lots of papers about successful pharmaceutical brands but none about successful international pharmaceutical brands. Pharmaceutical brands don’t travel.
They tend to be constrained by cultural attitudes towards health and medicine which vary widely across the world. What’s medically accepted in one country is pseudo-science in another. This explains the existence of so many small, local pharmaceutical brands.
But Pfizer had big aspirations for Nicorette. Their plans called for Nicorette to be a billion dollar global brand by 2010. These aspirations meant we had to stop thinking about Nicorette as a pharmaceutical brand.
The brands that successfully cross borders are consumer brands based on real insights and understanding of their target audience. The truly strong international brands – Nike, Levis, Apple, Coke – connect with people emotionally not just clinically.
To meet Pfizer’s aspirations AMV BBDO would have to transform Nicorette into a consumer brand.
This paper shows how taking Nicorette out of its natural pharmaceutical environment and repositioning it as an integrated consumer brand allowed us to meet our international aspirations.
From 2000 to 2004, based largely on the success of the ‘Craving Man’ campaign, Nicorette grew from 7 advertised countries to 16, from $194m to $295m in sales and established itself as the clear market leader.
To read ‘Sold not dispensed – The power of consumer brands vs. pharmaceutical brands’ in full please click the link below.
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