GNC TOTAL LEAN
REBRAND AND POSITIONING STRATEGY CASE STUDY
A large U.S. supplement manufacturer desired a greater share of the nutrition, health, wellness, and fitness sector. The company engaged Kennedy Creative to audit and evaluate the dietary and wellness nutrition category, seeking opportunities to use existing brands more effectively and improve margins.
- Research revealed opportunities to rebrand existing products into a dietary “nutrition system.”
- Initiated new relationship with a leading dietary food maker to complete the new line of products.
- Rebrand concepts were tested, vetted, and given brand style guide.
- Messaging and merchandising set at retail was field tested before national rollout.
The synergy created by assembling and rebranding a group of slow movers to anchor a new dietary nutrition system was a success on many levels. First, margins improved on existing products. Second, the company entered into a competitive dietary segment and gained a key partnership with an established dietary food maker. Third, the system was well received with only in-store merchandising and displays the new brand sold $26.2 million within the first 6 months.