Pepcid
Social Asset Creation and Digital Shelf
BACKGROUND:
The Canadian brand team in a unique position after a major competitor's edge was lost due to Health Canada's recall of ranitidine. Consumers began to switch from Zantac to Pepcid and Nexium. While the digestive health market is relatively stable, this upset was an opportunity to promote the Pepcid brand. Health Care Providers do not readily differentiate between the competitors of non-ranitidine products, however the majority of purchases are made at shelf by the consumer.
The e-comm marketplace was an area Pepcid wanted to get into for further promotion, however the budget and timing however did not allow for a full-scale photoshoot, and existing product shots were the only asset available.
PROJECT DETAILS AND CONCEPT:
The brief provided by client was quite thorough with scientific backing, and as they were new to the marketing format, were keen to try A-B testing to see what resonated with their consumers.
APPROACH ONE:
​The first approach was a heavy visual play. Knowing that four out of five shoppers pre-plan purchase, focus was put onto why a heartburn disruption may occur, and then placing Pepcid into the environment.
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We located suitable stock photography and integrated existing pack shot photography into the imagery with various tagline treatments. Some were a "junk food" play, the others a slightly more-than regular food affair, but each had elements that we knew were triggers for the heartburn and reflux sufferer. ​
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This allowed for an outcome of premium looking assets for a fraction of the cost, time and people it would require to produce.​​​​
APPROACH TWO:
​Frequent sufferers comprise 98% at shelf and prioritize strength of product and speed of relief. The opportunity here was to address both the consumer and Health Care Professional education gap to reinforce Pepcid's benefits and point of difference. This was a simple visual approach of messaging with product or iconography. Direct and to the point.
