About Welnox
Welnox is a well-established OTC healthcare brand with a rich legacy in muscle and joint pain relief. Known primarily for its flagship product, Wintogeno, Welnox has been a trusted household name for decades, especially among Generation X consumers. However, as the pain management market evolved and younger generations became more health-conscious and active, Welnox recognized the need to innovate and reposition itself to stay relevant. The brand sought to maintain its trusted reputation while expanding its appeal to younger, more dynamic consumers who demand convenience, speed, and effectiveness in pain relief solutions.
Our Objective
The primary objective was clear: reclaim Welnox’s leadership in the competitive pain relief category by launching two new products tailored to distinct consumer needs and lifestyles. We aimed to:
- Revitalize the brand’s image and relevance among Generation Y and Z, who were increasingly unaware of Wintogeno due to limited past marketing efforts.
- Strengthen Welnox’s position as a trusted household brand among adults in their thirties and forties juggling work, family, and personal health.
- Leverage Welnox’s OTC status and trusted formulation to build credibility and trust in the new product lines.
- Create a strong digital presence and community engagement through targeted social media strategies and influencer partnerships.
The Challenge
Welnox faced a multifaceted challenge:
- Declining Awareness Among Younger Consumers: The brand’s legacy was strong with older generations, but it had not kept pace with the preferences and media consumption habits of Gen Y and Z. This gap allowed competitors to overshadow Wintogeno in the younger demographic.
- Highly Competitive Market Landscape: The pain relief category had expanded with numerous multinational and national brands offering multiple product formats such as creams, sprays, roll-ons, and patches, making differentiation difficult.
- Diverse Consumer Needs: The brand needed to address two very different segments—young, active consumers needing quick, on-the-go relief, and busy adults requiring long-lasting, powerful pain relief that fits into their demanding lifestyles.
- Balancing Legacy and Innovation: Welnox had to preserve the trust and heritage of its original formulation while presenting fresh, innovative products that resonate with modern consumers.
Our Solution
To address these challenges, welnox developed a dual product launch strategy supported by a comprehensive digital marketing plan:
- VintoJet Spray: Designed specifically for Gen Z and young adults with active, athletic lifestyles. This fast-acting, non-greasy spray offers targeted relief with a cooling sensation, perfect for post-workout soreness or sports-related muscle pain. Its compact packaging makes it ideal for on-the-go use, fitting easily into gym bags and backpacks.
- VintoMaxx Cream: A high-performance pain relief cream tailored for adults in their thirties and forties, particularly parents and couples managing multiple responsibilities. It features an ultra-strength formula with quick absorption and long-lasting comfort, containing trusted ingredients like Methyl Salicylate and Camphor to deliver powerful relief from muscle and joint pain.
This product differentiation allowed Welnox to connect authentically with two distinct audiences without diluting the brand’s core promise of effective pain relief.
Execution
Our execution strategy was multi-layered and digitally driven, focusing on building awareness, engagement, and trust:
- Separate Social Media Channels: Unlike many international brands that combine product categories under one page, we created distinct social media profiles for VintoJet and VintoMaxx. This allowed us to tailor content, tone, and community interactions to the unique needs and preferences of each target segment. VintoJet’s channels were vibrant, energetic, and youth-focused, while VintoMaxx’s were warm, reassuring, and family-oriented.
- Big Idea:
- VintoJet Spray was launched under the tagline “Get Set VintoJet,” emphasizing readiness, speed, and active lifestyles.
- VintoMaxx Cream carried the message “Takleef se relief,” focusing on trusted, dependable relief from everyday pain.
- Influencer Marketing: We partnered with fitness influencers, athletes, and wellness advocates to amplify product credibility and generate excitement around the launch. These influencers shared authentic testimonials and demonstrated product use in real-life scenarios, helping to build trust and engagement among their followers.
- Paid Advertising: Targeted paid campaigns were run across social media and digital platforms, segmented by audience demographics and interests. This ensured maximum reach and relevance for both products.
- Supplier Education: We developed informative flyers and materials for pharmacists and retailers to equip them with product knowledge, enabling confident recommendations and improving in-store visibility.
- Brand Activations: To create real-world touchpoints, we organized activation events in gyms across Karachi, Lahore, and Islamabad. These included push-up challenges and “Jet Set Pull” contests that engaged the athletic community directly, allowing consumers to experience the brand’s energy and efficacy firsthand.
Results
The launch of VintoJet Spray and VintoMaxx Cream successfully revitalized Welnox’s position in the pain relief market:
- Enhanced Brand Awareness: Both products quickly gained recognition within their respective target groups. VintoJet became synonymous with fast, effective relief for young athletes and fitness enthusiasts, while VintoMaxx reinforced its status as a trusted household staple for adults managing busy lives.
- Stronger Digital Engagement: The dual social media strategy fostered vibrant, engaged communities around each product, with increased follower growth, interaction rates, and positive sentiment.
- Reinforced Market Leadership: Welnox’s innovative approach and targeted messaging helped the brand build its leadership in a crowded market, proving that legacy brands can successfully evolve by embracing digital-first strategies and consumer-centric innovation.
- Positive Client Feedback: Welnox reported renewed confidence in the brand’s future, with promising early sales figures and growing consumer loyalty across demographics.
This case exemplifies how a strategic blend of product innovation, audience segmentation, and tailored digital marketing can breathe new life into a legacy brand, ensuring it remains relevant and competitive in today’s fast-changing marketplace.
