Pfizer 1991
Desitin Baby Skin Care
Objective
60+ year old brand needs to reverse declining market share trend.
Tactical Examples
- Revitalize TV and print with creative shift in positioning from cure to prevention
of diaper rash.
- Highly targeted programs to new mothers.
- New product development (next generation baby skin care products: less
greasy, more user friendly).
Key Learning
The FDA rulemaking procedure.