Growing the hayfever category by changing shopper behaviour.
Piri

The Task

GSK needed to enhance Piri’s overall brand presence within pharmacy, grocery and online retail accounts and to encourage hayfever suffers to shop earlier, not as a last resort.

What we did

Building on he core brand message ’Act before you react’, our creative and production teams developed disruptive POS materials for use across multiple shopper touchpoints.

At fixture we developed POS segmented by product types to ensure individual need-states were highlighted. This made it easier for shoppers to find Piri, identity their symptoms and select the right product for them.

For large retail accounts, we took a category approach, creating display units that were in keeping with customer’s core look and feel.

Impact

Piri’s brand presence and sales grew during pre-season and in-season across all sectors.

The Piri allergy centre display initiative was a huge success in larger retail outlets. Piri stood out amongst competitors and encouraged cross category purchase.

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