NextWave Pharmaceuticals
In launching a line of over-the-counter pediatric products, NextWave Pharmaceuticals faced the challenge of introducing a new brand name in pediatrics with limited resources. NextWave selected CRT/tanaka to provide strategic counsel and support services as it brought these products to market and develop positioning to differentiate the company in oversaturated categories. The agency conducted focus groups for each product category to identify motivators for choosing pediatric products. CRT/tanaka then generated a positioning strategy and claims to test in quantitative research. The agency also designed packaging and developed a cohesive brand look for the product line, which included materials such as mock-up displays, brochures and advertising, as well as plans for couponing, professional marketing and media buying. Strong research results coupled with polished supporting materials swayed retailers, and products are slated to hit the shelves in early 2010.
