In March 2018, Unipharma, a pharmaceutical company from Tamarac, FL invited Beyond to participate in the launch of their first line of supplements based on Glutathione. Glutathione is a molecule that functions as an antioxidant and cell detoxifier. Although there were more than 160 brands of Glutathione-based products on Amazon alone, cumulative monthly sales did not surpass the half million dollar mark.
The objectives were to launch the product, achieve leadership in digital channels and support in distribution channels such as pharmacy chains and wholesalers.
Beyond decided to implement a two-phase communication strategy. In the first phase, which you can see below, communication assets were created based on the idea of “educate to convince.” We explained what Glutathione is, what its benefits are, how it acts, and how it should be consumed. Then we talked specifically about the formula, GlutaDose.
In another section of this page, you can see the second phase of our strategy. We took advantage of 2020’s new year’s resolutions insights, seeking the participation of GlutaDose as a brand in the successful detox market and does not have a clear market leader.