Defining the Ideal Multivitamin Experience

Client PROCTER & GAMBLE

Project DESIRED BRAND EXPERIENCE

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OVERVIEW

Developing Minty Fresh Products for Pfizer.

01 THE CHALLENGE

To get ahead in the multivitamin market, you need to stand out. Pfizer wanted to expand its popular Centrum® line with something completely different and looked to Lextant for answers

PureClean

02 THE RESPONSE

Lextant created a multi-sensory, stimulus-based design approach that allowed participants to express and create ideas about what they were seeing and experiencing. Findings pinpointed six desired aspects for nutritional supplements and detailed how these could be connected to consumer needs.

03 THE RESult

Lextant’s research expanded Pfizer’s customer base with the innovative, chewable mint vitamin concept. Pfizer launched two new flavors based on excellent Vitamint sales, increasing their multivitamin market share.

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