Brand history:
Lemsip is the leading cold and flu brand in the UK.  Its two ranges Original and Max address the two major consumer needs of ‘comfort’ and ‘effectiveness’ with the brand image encompassing both ‘caring’ and ‘power’.  The ‘fighters’ sub-brand also added a new dimension to the brand.

Our client's goals:
   The brand positioning recognised the importance of both caring and power but the main
     focus and attention of new product development had been on the sub-brands Max and
     Fighters while Original has been left behind.
   Lemsip needed to deliver major new products developments and breakthrough ideas for the
     next generation of the Original Lemsip range.

Our approach:
We started the 2-day workshop with the Forensics^TM approach to review existing information and used a third party to deliver a non-blinkered perspective of the opportunities.  We further investigated consumer needs states and how Lemsip products are used via a ‘Day in the Life of a Consumer’ video diaries. 

What we did together:
The Lemsip team, supported by the XPotential facilitator, then reviewed and identified additional consumer insights. This was then followed by a series of idea generation tools to generate hundreds of ideas and push the boundaries of Lemsip’s innovation potential.    The ideas were grouped around consumer benefits and linked back to the insights.  The top ideas were then drafted into concepts and quickly subjected to a concept clinic for testing and refinement. 

Our client's outcomes:
   The project helped the team to identify ways of revitalising Original Lemsip and some
     enticing thoughts on Lemsip brand positioning
 
   The brand team previously had a limited new product pipeline and now has potentially five
     new products to build the Lemsip brand for 2008 and beyond.