INDUSTRY:
CONSUMER HEALTH
CLIENT:
PEPTICATE
YEAR:
2024
EXPERIENCE:
BRAND STRATEGY
about.
Pepticate relaunched into the competitive U.S. hypoallergenic infant formula market in 2024 with a mission to stand out as the brand that doesn’t force families to compromise on quality, nutrition, or taste. Rooted in decades of international experience, the brand sought to build meaningful connections with both US healthcare providers and parents by addressing not just the clinical needs of infants with cow milk allergy (CMA), but also the emotional challenges families face.
challenge.
When Pepticate entered the U.S. market, it faced a landscape dominated by two entrenched competitors and a category defined by clinical sameness. Brand awareness and usage were low, despite the product’s strong clinical profile and global credibility. The strategic challenge was clear: differentiate Pepticate in a space where most formulas appeared interchangeable, and position it as the hypoallergenic formula that doesn’t require compromise—on nutrition, taste, or trust.
result.
The launch campaign cut through the noise with a powerful mix of emotional storytelling and value-driven messaging, leading to an immediate uptick in both engagement and sales. Within months of launch, Pepticate saw a 44% increase in average monthly sales and a 57% lift in consumer engagement with display ads. By making taste a key differentiator and motivator, the campaign successfully repositioned the brand, sparking momentum toward its long-term growth targets.
I hate people aren't talking more about Pepticate. It's been so great. The others smell like poison and taste terrible!
