Problem:
How to dimensionalize the category mandatory (accuracy) and create a brand advantage.
Solution:
- Used technical and medical studies to uncover a positioning that communicated how the product offered better accuracy.
- Communicated the accuracy positioning with a unique and compelling selling proposition and supported it with simple reasons the consumer could believe.
Results:
- Product is launched via radio and print campaigns developed by CenterBrain International, Inc.
- Market share triples in just twenty-four months.
