Growing the brand leader
Reckitt Benckiser’s drive to develop and extend Gaviscon as a leading heartburn and indigestion brand led to the creation of a number of new propositions and formats as part of an ongoing NPD program that has significantly grown the franchise.
Gaviscon has been tried and trusted by indigestion and heartburn sufferers for over 40 years but was not felt to be fully capitalizing on this trusted heritage.
We were briefed, as part of an ongoing NPD program, to help develop and create new product ideas and propositions tailored to the varying symptoms and needs of sufferers.
What we did
Initial brand equity and needs analysis amongst Gaviscon users and non-users confirmed the brand's heartland amongst moderate & severe sufferers and identified a number of clear consumer need states and usage occasions.
Our initial work focused on developing the now iconic Gaviscon brand identity and torso design for the Gaviscon original products. Working with formulations developed by RB’s R&D teams we then went on to develop new product propositions, sub brands and naming approaches for consumer testing.
Of numerous ideas tested we went on to develop sub brand identities and packaging design for Gaviscon Advance, Double Action, Gavilast and Gaviscon Cool. Our subsequent phase of structural packaging design and format innovation saw the introduction of handy packs and liquid sachets to better exploit out-of-home and on-the-go opportunities.
The NPD program has helped the Gaviscon brand go from strength to strength both in terms of constantly providing ‘New News’ to the retail trade and in promoting added-value product ideas to loyal and new consumers alike.