Business Challenge: HALLS brand share was declining due to new, aggressive competitive entrants.
Consumer insight: Consumers were shifting towards newer products that seemed more natural without realizing they were less efficacious.
The solution: Repositioned the brand leveraging strategic framework and consumer research. Captured growth through new products and an advertising campaign focused on the intense cooling effect of menthol, the hero ingredient in HALLS.
The results: Reversed the declining share trend of the brand and increased consumer loyalty. Through new product launches, share of shelf was maintained despite competitive threats.