Lanes Brands successfully sells herbal and botanical-based supplements in the UK, including GOPO, a rosehip supplement designed specifically for joint care. When an opportunity came up to launch a U.S. version and promote it through Walgreens they realized there was much to do, including understanding the U.S. consumer. Here’s how we got them ready to cross the pond.
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 to GOPO growth 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.