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Industry / Company
P/E Owned
Oral Care Devices
From Flat To Fabulous - Concept Breakthrough Leads To Big Smiles.
Oral Care Device: Innovation Concepts Drive Top 20% Test Scores, Super Premium Pricing, and In-Market Success
CHALLENGE
- Dominant market share in a “sleepy” category
- R&D created two breakthrough products; however, it was difficult to explain benefits to professionals and customers
- Client turned to LPA after internal concepts fell flat, seeking breakthrough ideas that were both clear in explaining a novel and complex product and exciting and appealing
SOLUTION
- Working with CEO and Board Member, LPA developed new concepts based on in-depth consumer, competitive, and company understanding
- Uncovered new deep human insight as cornerstone for success and gained consumer input on specific articulations of benefits
RESULTS
- All concepts fell in top quintile for Liking, Value, Uniqueness, and Need Fulfillment, and in 1st or 2nd quintile for Purchase Intent
- Volume potential for top concepts exceeded financial goals
- Company acquired by >$4 billion public company
- LPA’s concepts played prominent role in ongoing marketing, commanding significant price premium, and generating positive customer ratings and reviews
- High-scoring concepts drove communications, package, and retail plan development
Client Feedback
“I meet a lot of marketing firms who waste my time. With LPA, there was zero waste in the process.”
“I liked working with A-Players and having A-Players do the work.”