Stoperan

Background

Stoperan is the diarrhea medicine market leader. The brand positioning was established as powerful and fast relief. That positioning became an obstacle to grow further, new consumers were too intimidated by its “power” to try it.

The peak season for the diarrhea market in Poland is during summer vacation. And the most popular getaway is the beach.

Challenge

How to grow a diarrhea brand that is already the market leader?

Solution

Based on our consumer research, we decided to change the brand’s positioning from “power” to security and certainty.

Execution

We started using symbols of security and certainty in our TVC’s: a lifeguard, preschool teacher, etc.

To give our consumers the “certainty their holidays will be carefree,” we gave them a user-generated beach directory to enable them to find a beach exactly matching their preferences.

Impact

The brand continued to lead despite a price war in pharmacies and gained 1.1% value shares YoY.

Two years later, Rankingplaz.pl is the #2 beach directory in Poland.

We collected over 200k beach reviews in the first two years. The best source of reviews were WI-FI zones we provided directly on the beach.