Avrio is a small consumer healthcare group based in New York City, with a portfolio of small brands including Slow Mag, Betadine, Senokot and Colace. Senior management identified Slow Mag as a brand that was underperforming, and asked BVC to conduct an independent exploration of how to re-direct current efforts to achieve more significant growth.

• Conducted a deep dive research review that yielded an overlooked positioning idea.
• Completed more than a dozen one-on-one consumer interviews to “temperature test” the new positioning idea, with significant interest among respondents.
• Developed new positioning concepts for quantitative testing that leverage unique brand assets.

Premier Brands of America is a contract manufacturer of topical health & wellness products that licensed the Arm & Hammer brand name for marketing in footcare in 2015. It currently holds the #1 position in odor control footcare products, which includes powders, sprays, antifungals and insoles. Premier had been challenged to grow the user base of Arm & Hammer footcare products, and turned to BVC in order to develop a overall growth plan.

• Conducted deep dive of all research done to-date on Arm & Hammer Footcare by Premier.
• Conducted in-depth interviews of entire senior management team and agencies.
• Developed marketing development action plan to position and resource Premier to enable growth readiness.
• Recommended a landmark research study to dramatically enhance Premier’s user understanding.
• Identified a new Chief Marketing Officer to direct the marketing development action plan, who was hired and now championing the action plan internally.
• The action plan should optimize all aspects of the marketing mix and lead to a significant re-launch of the Arm & Hammer footcare franchise.