Challenge:
Relaunch, restage, and re-energize the Kaopectate brand, with the objective of stabilizing its rapidly declining share of the anti-diarrheal market.
Solution:
Calvillo Communication's proprietary ValueStructuring® research disclosed a startling piece of information: Regular Kaopectate users had a strong emotional attachment to its seemingly passe liquid form. Based on this critical insight, Calvillo Communications created the "Portraits" campaign, which tapped into this reservoir of positive feeling toward the brand. Market response was immediate, dramatic, and enduring. In fact, this "comforting" message has resulted in double-digit sales increases for 14 consecutive Nielsen periods.