i-flex – Joint Health Supplement
The Challenge
A major ingredient supplier owned a highly effective joint-health ingredient but was struggling to get B2B customers to see the value.
For the first time, they decided to make a consumer-supplement brand…
But they had no experience of consumer-marketing.
The HMT Approach
The project began with qualitative consumer research on joint-health sufferers. This uncovered the key insight “the way my joints feel first thing in the morning sets the tone for my whole day”.
Using HMT’s FourFactors® approach we also realised the consumer didn’t know our ingredient (rosehips) for the benefit (inflammation/pain reduction) so we would need a benefit-led brand, not an ingredient-led brand.
With our sister company Design Bridge we went into a creative approach to devise the “new dawn” concept – where the consumer wakes to a new dawn free from joint-pain.
To the new-dawn design, we soon added the slinky/spring device to bring the benefit of flexibility to life.
The Result
Because of tight timescales Design Bridge sourced an existing wide-mouthed P.E.T. structure for the jar, but found time to create a bespoke easy-screw-cap using the ‘f’ from i-flex as the repeating grip –making the product more suitable for the arthritic target market.
Click image to view the i-flex brandworld VIDEO
We created a brand-world-matrix showing how i-flex should present itself using different touchpoints, and a brand guide to help each national partner to launch the product.
i-flex is now successfully launched in several countries outside Europe and the client said:
Thanks for all your hard work, I couldn’t have done it without you.”
We conceived a gift-pack for Asia – adding a slinky to involve grandchildren since an important insight was about being able to "play with my grandkids".