Ross Labs - Glucerna
Problem:
How to position and transition a pharmaceutical product to OTC.
Solution:
Refocused positioning on taste, giving people with diabetes the hope of enjoying chocolate safely again.
Reassured health aspects of the product and differentiated these via simple to understand clinical results.
CenterBrain Positioning Breakthrough:
Satisfying, balanced nutrition for people with diabetes.
Results:
· Product is launched nationally in 1998.
· Product achieves national distribution and sales objectives in less than one year.
· Achieves $160m in sales in 2002.