HELPING NATURE TAKE ITS COURSE

You've been there. Where? When sex goes from fun-times-Franky, to, "it's 2:01am, wake UP! Do it NOW"

The business problem. Pregnacare have dominated the category for decades. Proceive are £20 a pack, whereas Pregnacare are £5.

Our challenge. Maximise the recently secured Boots listing, to ensure Boots increased their listings of Proceive products.

Our answer. Sometimes couples just need a helping hand.

The results. A 35% uplift in sales at Boots compared to the year before. Eeeesh. Lovely stuff.

*Oh and ‘we’ got pregnant. The Mellor&Smith copywriter (who was trying) succumbed to the strength of her creativity and conceived at time of launch. Powerful words indeed.

CASE STUDY

PROCEIVE

Proceive - Market Share - Mellor&Smith Underdog Brands Paul Mellor

What are the category dynamics?

Pregnacare have dominated the category for decades. It's probably why your mother-in-law buys you a pack without asking your permission... ergh, thanks Susan. Pregnacare have had everything their own way and cemented their fortress.

Proceive are £20 a pack, whereas Pregnacare are £5. But Proceive had one thing in their favour, they'd managed to get a listing in Boots. Yay!

When we started working together in 2019, they were 6th in the category. Their challenge to us; get us to number 2. Consideration has increased by 61%, and they're listed in the Boots 3for2 offer... gold dust!

Do you have similar challenges to Proceive? Then get in touch. You won't regret it, pinky promise.

EMAIL PAUL DIRECTLY