GNC OPTIBOLIC | Case study

Rebrand Strategy

CHALLENGE

Large U.S. supplement manufacturer engaged Kennedy Creative to help revive a “dead” product line. The company needed a successful re-launch of the old line or was going to discontinue it due to declining sales and low customer loyalty metrics. 

STRATEGIC SOLUTION

• Kennedy Creative worked with several company departments to create and execute the revitalization plan to introduce a rebranded product line.

• Category analysis, package evaluation, and a review of brand strategy assumptions revealed new opportunities to approach the market.

• The resulting plan addressed imaging, positioning, messaging, customer loyalty concerns with objective criterion and standards that were confirmed by the re-launch results.

RESULT

The “dead” brand was reborn: new name, metallic foil packaging scheme, and updated messaging. Sales skyrocketed and have averaged more than $15M a year for 7 years.