How Redoxon rebranded from a supplement to an ingredient
In a market filled with immunity claims, a vitamin company found that becoming an ingredient instead of a supplement was the key to winning market share.
Context
Redoxon, a vitamin supplement brand, wanted to encourage more frequent usage of their products amongst Vietnamese consumers. However, the immunity claims that had served them well during the pandemic, were now commonplace amongst their competitors. So, standing out felt impossible.
Objectives
- Grow market share
- Increase purchase frequency
- Change perceptions from a 'serious health brand' to an 'everyday ingredient'
Insight
Consumers cared more about what they were eating than before the pandemic. And while immunity claims were common in the supplements category, they were much rarer in the Food & Drink market.
Strategy
Their strategy was to flip their proposition from a supplement to an ingredient: partnering with influencers, ecommerce platforms, and mobile apps to share recipes that included their products.
Outcome
The digital-only campaign drove 2 million impressions and gained 63% share of voice over its competitors. The brand saw a 738% increase in sales through online channels and a 158% increase in sales through offline channels.