THE CHALLENGE
Remifemin is a high-quality dietary supplement brand backed by 60+ years of medical research. Remifemin distributes its products worldwide across 77 countries, with each market independently promoting to consumers.
In New Zealand, Remifemin had seen little recent promotion, so Spruik stepped in to re-engage audiences and build brand awareness.
Our first step was to research the competitor landscape, market opportunities and create a framework for long-term growth. Including brand positioning and establishment of the brand eco-system.
We then developed a campaign creative direction – talking to both HCPs and consumers.
OUR STRATEGIC APPROACH
Building the Remifemin Brand
Key to this was understanding the product, audience, and the competitors.
We discovered that the majority of competing dietary supplements in the market were using messaging around a term classed as a medical condition. According to the Act, dietary supplements cannot be seen to either discuss medical conditions or be beneficial for such conditions. We were not on a level playing field. Our communication had to be equally as clear in its targeting – and we had to stick to code.
Remifemin offers a range of dietary supplements that support women through their years of hormonal change. We found that individual experiences during this time are multifaceted and encompass a range of physical, emotional, and social factors. We built out the brand positioning and crafted a sympathetic and confident statement to show support and understanding for these psychological and physiological changes.
Feel Naturally You
Go To Market Campaign Strategy
Leading with the newly developed brand positioning statement, we developed campaign creative and a media strategy, including radio and digital assets, to build awareness and strengthen the Remifemin brand for long-term growth.
Visually, the design represents women going through their years of hormonal change with a positive image of transition. The confident and refined aesthetic reinforces the notion that “this is not the end; it’s a new beginning” – not to be feared but celebrated.
Always read the label and use as directed. Dietary Supplements are not a replacement for a balanced diet. If symptoms persist, see your healthcare professional. Aspen, New Zealand.
