Winner
The Cholestagel Brand Revitalisation Initiative
Summary of work
Cholestagel is derived from a class called bile acid sequestrants (BAS). The first BAS, cholestyramine, was launched prior to statins in the early 1970s. Lipidologists view the science behind these drugs as dated and uninteresting, offering very little value to patients.
Cholestagel, a specifically engineered formulation of the old BASs, was launched in 2007. Historically, limited promotional activity behind the brand had resulted in poor customer awareness and a lack of brand identity leading to a decline in sales performance.
The challenge for the brand team was to put energy back into Cholestagel; to deliver clear messages which supported the preferential positioning and delivered a powerful proposition for the brand.
This entry sets out to demonstrate how a structured process based on customer insight, re-branding and integration of innovative integrated marketing channels helped improve customer perception and ultimately turnaround sales performance.
Evaluation and success of this brand revitalisation initiative was defined by the achievement of five key objectives which included hard sales objectives.
The true measure of success was the resulting turnaround in sales performance. This clearly demonstrated that the application of a structured process underpinned by critical customer insight was key to communicating that “Cholestagel is a modern take on an old classic!”
Judges’ comments
Through critical self-appraisal the team improved on what had gone before. They took an interesting approach to engaging customers to help shape and drive the campaign and tools with impactful results … and through strong use of metrics showed improved brand adoption and performance across many areas. As a team they should be commended for taking a structured approach to revising and recreating the strategy. They followed a robust process and had excellent outputs.
