The introduction of e.p.t.® in 1977 represented a milestone in women’s health and the brand has maintained a solid hold on the category ever since.

To retain position with brand loyalists and build awareness in untapped consumer segments, INSIGHT Pharmaceuticals, LLC engaged Group 4 to better understand consumer informational and emotional drivers.

Findings spurred the development of new packaging that strengthens the trust equities e.p.t.® has earned over 35 years and has helped build relevance for new generations of consumers.