Life with Nasal congestion

We helped GSK really understand the reality of living with chronic nasal congestion in order to inspire product and service development to meet their unmet needs

Our approach (USA, Italy) sought to go deeper into real life detail by having sufferers wear lifelogging cameras to passively capture life with nasal congestion.  We then revisited these logs in depth interviews – combined with accompanied shopping

We identified a range of innovation territories and specific ideas based on unmet needs of nasal congestion sufferers.  These ranged from more immediate ‘quick wins’ based on pack and product delivery innovation – to a longer-term mission based on ‘breathing’ rather than ‘congestion’.  This was seen to allow the brand to develop a synergistic regime of actions based on the ‘congestion cycle’ seen in people’s typical days.

We also provided some detail around how these new innovations might create a and differentiating new communications narrative