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Perrigo Consumer Healthcare sought to validate, ahead of launch, a new umbrella brand and a portfolio of over-the-counter medications in the US to simplify purchasing in Gastro, Pain, Allergy, and Cough & Cold. With Maggiore's methodology, Perrigo aimed to define visual style, name, and messaging, and to estimate which proposal would best drive purchase intent using behavioral evidence.
Maggiore applied Social Intelligence, analyzing category packaging and communication trends, along with consumption behaviors, to map perceptions, barriers, and opportunities. It then activated the Iterative Experiments Platform, translating concepts into landing pages and ads to measure attention and progression with real consumers. Four rounds were run, comparing alternatives for brand, portfolio, visual styles, names, and claims, iteratively adjusting what was tested based on observed performance.
Maggiore delivered a clear recommendation for moving forward and a roadmap for improving messaging and imagery. It also identified which claims capture the most attention, which presentations tend to be preferred, and how cross-category purchasing behaves, helping Perrigo decide with lower risk and greater investment efficiency.
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