HDIS - Reassure® Brand
Problem:
How to introduce and create demand for a new direct distribution brand.
Solution:
Developed a unique and compelling positioning that spoke to the consumer's desire for discretion, information and personalization.
Created instant credibility for the brand via a compatible company spokesperson. (Shirley Jones).
CenterBrain Positioning Breakthrough:
Personal protection, Personalized care.
Results:
· Reassure brand is introduced into test markets in the 2nd quarter of 2001.
· Brand is supported by television and radio advertising developed and produced by CenterBrain.
· Brand continues to be rolled nationally in 2002.
