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During 2021 and 2022, GSK Consumer Healthcare in the United States sought to accelerate innovation in over-the-counter medications and health products. Several initiatives that exist on the market today were, before working with Maggiore, just ideas with unknown potential. One example is Emergen-C Crystals, which needed definition and refinement to compete clearly.
Maggiore applied its Iterative Experiments Platform to turn ideas into testable proposals and improve them with evidence: defining name, packaging, flavors, price, and positioning; creating stimuli (assets and pages) and campaigns to measure real behavior (attention, interest, and progression). The approach was applied to brands such as Emergen-C, Centrum, Robitussin, Advil, TUMS, Polident, and Nicorette.
GSK gained behavioral evidence to prioritize which initiatives to scale and how to refine them before investing at scale. The process accelerated decisions, reduced risk, and left comparable learnings for future tests, helping turn concepts into clearer, more competitive offerings. In cases like Crystals, the work directly shaped the definition of the proposal and its key attributes.
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