A SIMPLE, CREDIBLE POSITIONING IN A BEWILDERING, CROWDED CATERGORY

The vitamins and minerals category is fragmented and crowded, with a range of mass, premium, D2C and HCP-prescribed brands all vying for attention and making similarly broad claims around immunity, energy and sleep. The challenge for Metagenics was purely positioning-related: how to communicate difference for a disparate range of products actually proven in robust studies to make a difference to immunity, energy and sleep — without being seen as ‘just another’ overpromising and vague offering?

Through involving the science and R&D teams, learning from brands in adjacent categories that had cracked similar positioning challenges, and using a rigorous workshop process to force difficult trade-off decisions, a robust positioning space, messaging hierarchy and brand architecture was developed, that simply but credibly signalled Metagenics’ right to win in this category.