OTC work
Dr. Gustav Klein
Cuckoo: where a phytopharmaceutical makes the difference.
Challenge and Strategic Objective
Germany is a true phytopharmaceutical biotope. Yet not all manufacturers are able to benefit from the growing trend toward natural medicine. One brand that has also been leading a niche existence is the traditional company Dr. Gustav Klein.
Based in the Black Forest, the company has been producing herbal medicines and homeopathic products for decades. The largely unknown brand needed a significant awareness boost. A sales-driven digital and point-of-sale campaign was designed to achieve a turnaround. The focus is on the lead product Gastritol® for digestive complaints.
Idea
When it comes to phytopharmaceuticals, origin differentiates—and decides. Cultivation, the selection of medicinal plants, and their processing into a finished product all represent potential points of differentiation. In the case of Dr. Gustav Klein, the brand’s provenance is a clear advantage.
The Black Forest is a genuine place of longing and evokes positive associations for most people. Reason enough to give Dr. Gustav Klein a distinctive, unmistakable Black Forest–inspired brand staging. For Gastritol®, the time has come to focus on driving sales.
