Finding the right version of Performance

This multifaceted strategic project delivered a new version of performance for Berocca to rejuvenate the brand through communication and innovation

Berocca wanted to develop a new positioning and innovation programme, based on the concept of performance, to increase usage behaviour and brand penetration

we began with an extensive semiotic review of performance to see all the ways it is considered and portrayed in modern culture

Lifelogging with wearable cameras was used as basis for a series of interviews and group discussions to identify new situations Berocca might innovate against to become more broadly relevant and appealing

This insight was used as the basis of a Behaviour Lab™ workshop that created a raft of new product initiatives that addressed current unmet needs and barriers to usage

This resulted in the launch of the Berocca Melts variant, that is easier to use on the go.

This also epitomised  the new brand proposition – ‘to help people to always be ready in an always on world’ that was also inspired by the work and bought life in a successful advertising campaign