Spring Valley
Winning the fish oil wars.
Challenge
Walmart hired GKV to drive sales of its Spring Valley omega-3 fish oil supplements. Our challenge was to clearly differentiate Spring Valley fish oils at the point of sale — the super crowded Walmart supplement shelves where many fish oil brands, including category leader NatureMade, must battle it out for share.
Challenger Brand Solution
Symbols of Re-evaluation
At Walmart, fish oil shoppers are overwhelmed by choice and underarmed with information. Most shoppers lack any understanding of the key omega-3 nutrients — EPA and DHA — that give fish oil its health benefits and that Walmart’s Spring Valley fish oils provide in greater amounts. Shoppers also don’t know how much EPA and DHA they need each day. So, GKV designed highly engaging, educational point-of-sale posters that grabbed shoppers’ attention and explained the benefits of EPA and DHA and gave clear dosing recommendations. These same benefits and dosages matched the information featured prominently on redesigned Spring Valley fish oil labels.
Our clear, comprehensive point-of-sale materials gave shoppers the information they needed to re-evaluate the value of fish oils in general and the superiority of Spring Valley fish oils specifically.
Results
Within six months of the point-of-sale campaign, sales showed a 14.1% share shift away from the leading national fish oil brand NatureMade to Walmart’s Spring Valley brand.
