Challenge
As the leading brand in the HPV vaccine space today, Merck Sharp & Dohme HPV vaccines have been hugely successful in the female market, which has led to the development of gender-specific perceptions of the HPV vaccine category among men, hampering business development in the blue ocean market of men.
- Changing the gender label of HPV vaccine belonging to women
- Tapping into the needs of men across generations and stimulating pent-up demand for HPV vaccines
Ideas for solving the problem
The original design of OUT OF BOX is to jump out of the limitations of the category and redefine the role of HPV in men's mind from the functional value of men's psychological decision-making, emotional value, and deep into their underlying identity.
- How Brands Can Break Free of Gender Labels - Brand Case Best Practice Study: How a once-female brand successfully evolved into a male/unisex brand (L'Oreal for Men/Lululemon/perfume category)
- Intergenerational Study of Chinese Men: Psychological Typology and Underlying Logic of Chinese Male Consumption-Sociology/Psychology/Anthropology/PEST
Sort out the successful transformation of male brands, in the functional value / emotional value / identity value level, do the right things, and for different age groups of men grew up in the socio-cultural background, the special age stage of the face of the life of the target object, in the three levels of dismantling of the brand targeted advice and revelation.
Deliverables
- The Human Onion Model: A Psychological Portrait of the Consumer
- Brand Female to Male/Neutral Analysis and Insights
- Male Post-80/90/00, Consumer Psychology Analysis and Revelation
