A WARM WAY TO TREAT COLDS
One of the first challenges I participated in when I entered Procter & Gamble fIt was the launch of a more natural-felt relief for flu symptoms. Within the search we carried out, we found a product that was ad hoc for the Peruvian consumer. And it was one that contained the grandmother’s recipe: hot tea with lemon and honey accompanied by a better little dish.
The recipe that we developed was all in one. The original came from Guatemala but it was not approved as part of the corporate line-up, so they had to make some adjustments and thus we managed to get the final product approved. After several investigations, we adapted the formula and added honey and paracetamol, thus achieving that the product was approved by P&G globally.
We did the first launch in Peru with great success and we did it under the umbrella of the Richardson Vicks brand, which had different products, one of the main ones was Vicks VapoRub. The brand’s communication tone appealed to mom’s love and care. To this, we add the concern for health care, under a familiar tone. In short, VitaPyrena inspires intimacy and warmth and is a brand that the consumer relates to well-being, home and family.
After the launch in Peru, a worldwide launch was made. It had a very positive effect, because one more product was given to the brand. For example, today in the United States you can find that hot tea format under another name.
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