With trust earned over two decades in women’s health as a dominant OTC product, Monistat’s brand owner, Insight Pharma, wanted to extend the brand to cover “care” as well as “curative” products in the feminine care/intimate health category.

Insight engaged Group 4 for consumer research to confirm the extension‘s logic, that the brand hierarchy and offering was understood and to then design packaging consistent with the Monistat family. Group 4’s brand optimization across product lines provided new energy to Monistat and a well-conceived halo to support the Complete Care launch.