BSP Pharma

New brand, Joyn™, champions an unserved market in FDM: Women’s Joint Health.

BSP Pharma had a truly groundbreaking joint health offering. But without a compelling brand, their window of opportunity with Walgreens was closing quickly.

Overview: BSP Pharma’s success hinged upon a critical opportunity: Landing an exclusive Walgreens distribution agreement.

Challenge: Due to FDA supplement labeling regulations, BSP’s all-natural, premium-priced joint care supplement was unable to differentiate its messaging in a price-driven category.

Solution: Pure Branding identified the market opportunity as an underserved subsegment of the joint pain market who is highly receptive to integrative health practices: women, ages 45–65.

A fresh look at BSP’s clinicals revealed a key insight that had previously gone unnoticed: their product had the unique capacity to address the root cause of a majority of women’s joint pain—menopausal arthritis.

A new brand, Joyn™ // Women Moving Beyond Joint Pain™ was created, dedicated to raising consciousness of, and addressing, women's unique joint health needs. To support the new proposition, Pure Branding developed The 70/30 Complete Joint Health Plan — lifestyle, support and empowerment for women so they can take a stand against
joint pain.

Walgreens welcomed The 70/30 Plan. It encouraged partnership with their private label glucosamine products, and justified a high-margin price point for Joyn SheaFlex70. The new positioning also afforded Walgreens a new channel for dialogue with the highly desirable discerning female consumer, whom they were losing to CVS and Rite Aid. Joyn achieved distribution in over 5,000 Walgreens stores, which increased 2007 sales by 300%.

The “Joint Pain Loves Women” consumer advertising campaign raised awareness that women’s joints are in fact different. The slightly subversive messaging had an immediate effect in getting the conversation started.

Joyn has been honored with a 2009 American Package Design Award. The web site was honored with a 2009 Webby Award, hailed as the “Internet's Highest Honor” by The New York Times, and both the web site and consumer newspaper advertising were honored with 2009 ADDY® Awards.

SheaFlex70 ROI:

  • Gained distribution nationally in over 5,000 Walgreens stores
  • Increased 2007 annual sales by 300%
  • Identified an unmet market opportunity in menopausal arthritis
  • Developed a relationship with American Congress of Obstetricians and Gynecologists to create the first-of-its-kind gynecologist referral program


Clean white packaging amidst the noisy competition reinforces the Scandinavian origin and premium proposition.



Advertising campaign to raise awareness of women's joint health needs. The graphic circle commands attention as a repeatable brand asset.



Harnessing the power of community via Joyn7030.com was a key factor in growing the brand through word of mouth.