D3 Vitamin LLP

SunVit-D3 takes on the pharmaceutical giants to win market share

David and Goliath came to mind when our client announced that he wanted to launch
a new vitamin in the UK with no existing channel and a modest budget- this was going
to be the ultimate challenge for redPepper Marketing.

Ginny, our FMCG specialist, set the strategy, drawing upon years of experience at Unilever to ensure that every angle was covered. Brand development included a name search, trade mark application and the development of lifestyle graphics aimed at 35-60 year old females, the dominant decision makers in the purchase of vitamins.

The product was new to the UK; vitamin D3 came with excellent credentials and a gathering momentum of scientific evidence to show that the UK population was seriously deficient in this essential vitamin. In Denmark, the product already enjoyed massive market share thanks to the constant recommendations of GPs. However the UK is a different landscape with GPs being reluctant to recommend supplements and are biased toward calcium supplementation with vitamin D3 being an added extra of the calcium supplement available. It is only in the last year that scientific evidence has shown compelling evidence for D3 to be given on its own. Therefore, the brand would need to be educational in nature to both consumers and the medical community.

The redPepper team utilised every skill within the team to bring the product to market, working alongside specialist developers and programmes, every element of the project was managed by the redPepper account manager to deliver an e-commerce solution integrated with our clients’ accounts system and warehouse facilities.

Launch day of the National Osteoporosis Society Conference the stand was prepared and two redPepper staff waited with anxious anticipation for the first visitors. The results were astonishing. The first visitor of the day was an authority on vitamin D3; he was keen to meet the bold entrepreneur who was behind SunVit-D3.

“At last, the UK market needs this product, I am really excited”

What an endorsement! The day just got better and better as medical professionals queued to talk with the SunVit-D3 team. Conference papers urged professionals to make vitamin D3 a priority, putting calcium in the shade. Everyone wanted to know where to get vitamin D3 in a high dose and we had the answer - SunVit-D3. What a great start to our UK campaign! The competitors, all of whom were calcium focussed, were left in the shade!

The work continues today, consumers are being educated through our PR campaign, e-commerce sales are beginning in earnest, web banners and search engine optimisation are all starting to deliver results. Negotiations are underway with major supermarkets to stock SunVit-D3. There is a long road ahead, but we know that we are on the road to success.

www.sunvitd3.co.uk