From Emergen-C to Emerge and See
We needed to change Emergen-C from something you drink when you’re getting sick, to something you drink every day to feel healthy. The name posed a bit of a problem, as people think of it only in an “emergency”. But by giving it a new platform and tagline, we essentially changed the way people think about the brand altogether. We re-launched Emergen-C and our healthy active target began to drink it every single day. Double the drinking season and double the sales.
