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Reassuring Sensory Feedback:

Winning Market Share 

 

 

Compare-Contrast™ helped us co-opt more valuable sensorial cues from cosmetics.

 

 

 

There is a difference between a painkiller and a lifestyle-enabler. For GSK, efficacy was a “right to play” but not a “right to win” in the category. 

 

 

 

The Challenge

 

Increase market share for a pain management bandage strip.

 

 

Our Solution

 

Compare-Contrast™ helped our client develop a new product solution despite regulatory restricting any changes to the analgesic itself. We realized a new way to co-opt sensorial feedback cues from cosmetic bandages to create a more premium and reassuring experience. 

 

 

Result

 

These sensorial cues helped consumers to know when the product was working, actively communicating to consumers that pain wasn’t stopping them from living their fullest lives.