The Challenge
Following an eight month production shutdown, GSK needed to relaunch alli, their breakthrough weight loss medication - back into a market media-saturated by competitors. With little budget, alli needed an ownable and differentiating global strategy that could generate instant lift-off in the markets where it had lost share, and provide a platform for long term sales growth around the world.
The Solution
For generations, weigh-loss programs have focussed on ‘before and after’. We realized that by activating the internal resources of GSK - nutritionists, fitness experts, physicians and a behavior support program - we could generate a weigh-loss movement that was all about ‘now and forever’. Through social media programs that encouraged sharing and alliance-building around the common enemy of fat, we shifted the conversation around weight-loss from ‘personal struggle’ to a ‘community movement’. Offline platforms included cookbooks, nutrition seminars and information kiosks that provided support, guidance and encouragement whether you used the product or not.
The Results
Our Let’s Fight Fat campaign was activated using added value retail marketing and content delivery programs built in partnership with Google, Target & exercise.com. The campaign helped alli regain 80% of weekly consumption in just eight weeks. The business blew past it's re-launch consumption goal by +64% during an off-season period.
