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
