Novartis Consumer Health, Inc. (NCH), the makers of Prevacid®24HR, a leading frequent heartburn remedy, faced increased pressure from its competition in 2012, forecasting a significant loss to the brand. As a result, The Prevacid®24HR brand needed a strategy to retain and insulate its current loyalists from competitors in short term.
Long term, the brand envisioned a need to engage consumers more deeply and seize a clear point of differentiation in a cluttered category. For JoAnn McCormack, Sr. Digital & Activation Manager....