BSP Pharma
Pure Branding moves joint supplement from low-style to lifestyle; Walgreens approves with national distribution.
The good news: BSP Pharma had a truly groundbreaking joint health offering. The bad news: Without a compelling brand, their window of opportunity with Walgreens was closing quickly.
Overview: BSP Pharma’s success hinged upon a critical opportunity: Getting an exclusive distribution agreement with Walgreens approved.
Challenge: BSP Pharma’s joint care supplement was priced at a premium, but undifferentiated from glucosamine supplements (including Walgreens' private label) offered at half the price.
Solution: A new brand, Joyn,™ was presented to Walgreens, dedicated to raising consciousness of joint health among women and addressing their unique needs. Walgreens welcomed this "complete joint health plan" since it encouraged partnership with their existing glucosamine products, and justified a high-margin offering that appealed to the discerning female consumer they sought. Joyn™ SheaFlex70™ is now distributed nationally through Walgreens and sales have tripled.