Glucerna

Problem:

How to position and transition a pharmaceutical product to OTC.

Solution:

• Refocused positioning on taste, giving diabetics the hope of enjoying chocolate safely again.
• Reassured health aspects of the product and differentiated these via simple to understand clinical results.

Results:

• Product is launched nationally in 1998.
• Product achieves national distribution and sales objectives in less than one year.
• In 2014 the brand achieved $500 million in domestic sales