OTC Work
Perrigo GRANU FINK® Prosta forte
The Zipper Stays Closed
Challenge and strategic goal
GRANU FINK® Prosta forte is a phytopharmaceutical used against benign prostatic hyperplasia with the main symptom of the constant urge to urinate. The negative trend of declining sales and increasing gap to the market leader Prostagutt needed to be stopped and reversed. The goal was to make a difference, particularly through communication more closely aligned with the main target group. While previous communication from GRANU FINK® was more on a meta-level, future communication should clearly convey the brand’s problem-solving competence and its relevance in everyday life, distinguishing it sharply from the competition.
Idea
This is what constant urge to urinate does to those affected: the annoying symptom disrupts men’s daily lives, destroys the most beautiful moments, and significantly reduces quality of life. This is precisely where the communication idea comes in: GRANU FINK® Prosta forte promises the target group to stay “in and out” of the moment. Typical life situations for men in the target age group, with the disruptive core element of the zipper, dramatically and unmistakably highlight the brand’s problem-solving competence.
