The Moov head lice treatment brand has experienced flat growth over the last 2 years. With over 90% of sales coming from pharmacies, where customers seek advice from pharmacists, it is important to define Moov's benefits over competitors. This will allow pharmacists to confidently recommend Moov to customers. The market is unpredictable and customers want a brand they can trust. The goal is to develop 5 new efficacy claims for Moov to increase its market share to 30% by June 2016. XPotential implemented a workshop bringing together different departments to develop new claims based on insights and the existing product. A new "Twice as effective" claim was identified and approved for new advertising.

3. © XPotential 2015
Background
The Moov Treatment Range has experienced flat category growth over the
last 2 years.
With over 90% of sales coming from pharmacy and consumers travelling to
pharmacy to make a planned purchase (to seek pharmacists advice), it is
imperative to define and highlight the benefits that Moov has over
competitor products – so that the pharmacist and staff can confidently advise
customers.
This is a transient market where head lice outbreaks are unpredictable and
consumers often experience stigma associated with this category and are
likely to make an emotional purchase, wanting an immediate result. The
Number 1 purchase motivator is a brand they can trust to effectively kill head
lice and eggs.
Brand growth is primarily driven via switch of competitor sales- 6 key brands
hold majority of sales.
Opportunity exists for future growth in companion sales-conditioners, combs,
etc.
To develop 5 SuperClaims for the Moov Treatment range that create a unique and relevant efficacy claim,
giving people (including pharmacists, family and friends) a compelling reason to recommend Moov over
other brands and thereby increase market share to 30% -( from 24.9% ), by June 2016

4. © XPotential 2015
For the first time ever Ego had Sales, Marketing, R&D and Agency people in the same workshop
developing a solution that would win for them all.
Working with the Moov team, XPotential implemented a Super Claiming project, to develop powerful,
insight-driven new claims, based on the existing product.
This consisted of 3 key phases:
1. Information Gathering – Working with key team members
and agency, we gathered information to create inspiring
presentations for a workshop, which would provide the
stimulus for developing Super Claims.
2. Super Claiming workshop - the workshop was attended by
a cross functional team, who were guided in developing
Super Claims, based on understanding of insights,
competitors and products.
3. Output report and Next Steps meeting.

5. © XPotential 2015
https://www.youtube.com/watch?v=mtEPNsJwy_8
The highlight of the workshop for me was the group discussion and
collaboration which generated excitement & energy in the team.
New information & ideas presented for the brand “Fresh thinking”

6. © XPotential 2015
Brand Activation
• New Twice as effective claim identified
• Approval for development of new
Advertising support
• Further results to come…

7. XPotential (UK)
4/5 Market Square,
Marlow, Buckinghamshire,
SL7 3HH, United Kingdom
Tel: +44 (0) 1628 485 847
info@xpotential.co.uk
XPotential (Brazil)
AV. Divino Salvador, 716
Moema – São Paulo – SP
CEP – 04078 – 012
Tel: +55 (0) 11 5051 9194
info@xpotential.co.br
XPotential (Thailand)
Q.House Lumpini, Level 27,
1 South Sathorn Road, Tungmahamek
Bangkok 10120, Thailand
Tel: +66 (0) 2610 3706
info@xpotential.co.th
XPotential ANZ
P.O Box 237, Hampton,
Melbourne, Victoria 3188,
Australia
Tel: +61 (0) 404 098 892
enquiries@xpotentialanz.com
© XPotential 2015
www.xpotentialanz.com