Lanes Brands, based in the UK, asked Concentric to help them launch GOPO, a rose hip-based, joint care supplement that was already successful in Europe. Lanes now wanted the same success here. Our job was to introduce them in a way that’s 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. We then surveyed this group, exploring category perceptions and user need states, and 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; they were looking for a solid understanding of how a supplement works and its true efficacy. Consumers had also grown wary of OTC products’ negative side-effects.
The key driver to grow GOPO was to expand ACV by entering and winning in 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 messages about our multiple attributes. We included active lifestyle images as a visual cue to our target consumer, yet we used these in abstract form and as a background to our primary, science-based messages.