PediaSure® Peptide Brand Strategy - Pediasure Peptide Brand Strategy
Abbott Nutrition develops innovative and science-based nutrition products that provide nutritional support for patient growth, recovery, and sustainability. As an important product from Abbott Nutrition, Origo created a new brand strategy for PediaSure® Peptide to further position the product as a leading solution for children who need nutritionally complete, peptide-based formula to address GI disorders.
- Marketing Research & Testing
- Brand Strategy & Concepts
- Positioning Strategy
- Messaging Strategy & Guidelines
- Brand Guidelines
- Paid Search Campaigns
- Campaign Strategy & Concepts
- Media Planning & Buying
- Digital Advertising
- Sales Strategy
- Awareness Campaigns
To launch new product innovations for PediaSure® Peptide, Origo coordinated working meetings and an audit of the brand, including a review of brand fundamentals, previous marketing tactics, and research conducted by the Pediatric Specialty Nutrition team.
From our research exercises, Origo identified insights, challenges, and opportunities for the brand’s upcoming brand and marketing strategies, including the core strengths and competitive advantages of PediaSure®, helping to create a new messaging system that reflected the key differentiators the new product innovations create for the brand when positioning it against competitors in the market.
Utilizing our research analysis, Origo crafted a new brand strategy with the main campaign slogan Helping Children Shine Their Brightest, allowing the new communication strategies to outline the benefits of the nutrition product and show how it helps children with GI disorders achieve natural growth.
Once the PediaSure® Peptide brand strategy was approved, Origo applied the new creative approach (design and messaging) to marketing and educational tools that will help generate awareness and engagement amongst healthcare professionals and families of children (1 to 13 years of age).
The new positioning strategy helped position the product as a leading solution for children who need nutritionally complete, peptide-based formula to address malabsorption, maldigestion, and/or other GI conditions. Origo developed an educational aid for moms, visual aids for healthcare professionals, sample boxes for HCPs, and other promotional assets, helping to successfully launch the new product innovations and create a competitive approach to differentiating the brand amongst similar products within the market.
Furthermore, to help advance awareness around the brand, Origo Branding has also been assisting in the Paid Search strategies for the product for several years, connecting our value propositions to parents of children with GI conditions.