Situation:
Absorbine Jr has maintained its position as a share leader in the declining external analgesic category for over 100 years.

Task:
Reverse negative category trends by increasing product usage and by bringing in infrequent users via line extensions.

BDI Role:
We identified the opportunity, developed the positioning, designed the packaging and produced the introductory trade & consumer advertising for Absorbine Jr Pain Patch.

Results:
Absorbine Jr. has steadily climbed the market share ranks to the number 7 brand in the country and continues to produce strong results as other brands fade away.