BSP Pharma
New brand, Joyn™, pioneers a new category space in FDM: Women’s Joint Health.
BSP Pharma had a truly groundbreaking joint health offering. But without a compelling brand, their window of opportunity with Walgreens was closing quickly.
Overview: BSP Pharma's success hinged upon a critical opportunity: Landing an exclusive distribution agreement with Walgreens.
Challenge: Due to FDA regulations on supplement labeling, BSP's all-natural, premium-priced joint care supplement was unable to differentiate its messaging in a price-driven category.
Solution: Via demographic, psychographic and behavioral analysis, Pure Branding identified the market opportunity as an underserved sub-segment of the joint pain market who is highly receptive to alternative and integrative health practices: women, ages 45-65.
A fresh look at BSP’s clinicals revealed a key insight that had previously gone unnoticed: their product had the unique capacity to address the root cause of a majority of women's joint pain. The new insight was immediately recognized as synergistic with the recent, growing women's health trend.
A new brand, Joyn™ // Women Moving Beyond Joint Pain™ was created, dedicated to raising consciousness of, and addressing, women's unique joint health needs. To support the new proposition, Pure Branding developed The 70/30 Complete Joint Health Plan — lifestyle, support and empowerment for women so they can take a stand against joint pain.
Walgreens welcomed The 70/30 Plan. It encouraged partnership with their private label glucosamine products, and justified a high-margin price point for Joyn SheaFlex70. The new positioning also afforded Walgreens a new channel for dialogue with the highly desirable discerning female consumer, whom they were losing to CVS and Rite Aid.
The “Joint Pain Loves Women” consumer advertising campaign followed, to raise awareness that women’s joints are in fact different. The slightly subversive messaging had an immediate effect in getting the conversation started.
Joyn SheaFlex70 is now distributed nationally through all Walgreens stores and has been honored with a 2009 American Package Design Award. The web site was honored with a 2009 Webby Award, hailed as the “Internet's Highest Honor” by The New York Times, and both the web site and consumer newspaper advertising were honored with 2009 ADDY® Awards.
Challenge: Due to FDA regulations on supplement labeling, BSP's all-natural, premium-priced joint care supplement was unable to differentiate its messaging in a price-driven category.
Solution: Via demographic, psychographic and behavioral analysis, Pure Branding identified the market opportunity as an underserved sub-segment of the joint pain market who is highly receptive to alternative and integrative health practices: women, ages 45-65.
A fresh look at BSP’s clinicals revealed a key insight that had previously gone unnoticed: their product had the unique capacity to address the root cause of a majority of women's joint pain. The new insight was immediately recognized as synergistic with the recent, growing women's health trend.
A new brand, Joyn™ // Women Moving Beyond Joint Pain™ was created, dedicated to raising consciousness of, and addressing, women's unique joint health needs. To support the new proposition, Pure Branding developed The 70/30 Complete Joint Health Plan — lifestyle, support and empowerment for women so they can take a stand against joint pain.
Walgreens welcomed The 70/30 Plan. It encouraged partnership with their private label glucosamine products, and justified a high-margin price point for Joyn SheaFlex70. The new positioning also afforded Walgreens a new channel for dialogue with the highly desirable discerning female consumer, whom they were losing to CVS and Rite Aid.
The “Joint Pain Loves Women” consumer advertising campaign followed, to raise awareness that women’s joints are in fact different. The slightly subversive messaging had an immediate effect in getting the conversation started.
Joyn SheaFlex70 is now distributed nationally through all Walgreens stores and has been honored with a 2009 American Package Design Award. The web site was honored with a 2009 Webby Award, hailed as the “Internet's Highest Honor” by The New York Times, and both the web site and consumer newspaper advertising were honored with 2009 ADDY® Awards.
Clean white packaging amidst the noisy competition gives the consumer a clear message that the product is uniquely positioned.
Advertising campaign to raise awareness of women's joint health needs. The graphic circle commands attention as a repeatable brand asset.
Harnessing the power of community via Joyn7030.com was a key factor in growing the brand through word of mouth.