Dr. Scholl’s was a tired, one hundred year old brand. They still dominated the category, but their products were fairly invisible to consumers under the age of fifty. There was no clear brand unity within their extensive product line and sales were eroding.
According to the NEJM, 80% of all people with foot pain thought they had to live with it. They didn’t realize that Dr. Scholl’s had more than 100 products that not only relieve foot pain, but also improve comfort and athletic performance. If they weren’t going to come to us, we would go to them with a mobile foot care center armed with a team of experts, a full range of products and a highly integrated campaign.
Market Awareness Increase