Culturelle

Evolving a Trusted Brand to Reach New Targets

THE CHALLENGE

Develop a distinct and ownable evolved marketplace positioning for the Culturelle brand.

THE JOURNEY

A semiotic study with Semiovox and probiotic users and co-creation roundtables to identify interesting springboards for new positionings for the brand with follow-up qualitative groups

THE WIN

A brand repositioning using consumer evangelists and the creation of the “number one for a reason” tagline to tout a series of competitive advantages of the brand:

#1 Selling premium probiotics brand in the U.S.

#1 Clinically-studied probiotic strain – 100% Lactobacillus GG

#1 Pediatrician-recommended probiotic brand

#1 Pharmacist-recommended probiotic brand