Lanes Brands, based in the UK, partnered with Concentric to help them launch GOPO, a rose hip-based joint care supplement that had previous success in Europe. Lanes was looking for the same success in the US. Concentric was tasked with introducing the brand in a way that was specifically relevant to the American consumer.
We first defined a narrower best prospect consumer within the universe of joint pain sufferers and created relevant personas to target. Surveying this group, we explored category perceptions and user need states, gaining feedback on a variety of message concepts. We learned that our customers were smart, active and curious about new, long-term solutions; they didn’t buy into the slick, idyllic lifestyles portrayed in ads by big pharma; rather, they were looking for a solid understanding of how supplements work and their true efficacy. Consumers had also grown wary of OTC products’ negative side-effects.
The key driver to grow GOPO was to expand ACV by launching into and winning the U.S. joint health market.
Our target customer is solution-oriented, active and informed. We catered to that with transparency about usage needs and efficacy expectations and focused on the deep clinical support for GOPO’s key ingredient, galactolipids. We also provided plenty of backstory about origin and sourcing and pushed organic and non-GMO as “safer for long-term” and “easy on system” messages.
We leveraged the look of GOPO’s packaging, feeling like it would be a strong visual tie-in with the marketing for consumers when they got to the store. Believing that the name was catchy and easy to remember, we also used the “go” as a springboard for messaging around the brand’s distinct attributes. We included active lifestyle imagery as a visual cue to our target consumer, yet used them in abstract form and as a background to our primary, science-based messaging.