Success: Bufferin Premium

Success: Bufferin Premium


Brands can significantly benefit from developing an in-depth understanding of the reasons for the success and failure of new product launches or marketing campaigns. This case study outlines how Lion Corporation adapted a premium branding that is currently popular in the food and drink sector in Japan into OTC medicine.


Use Canadean Consumer’s selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

Understand the relevant consumer trends and attitudes that drive and support innovation success.

Obtain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

Reasons To Buy

Why is Bufferin Premium considered an interesting case of success?

What consumer insight underpins this success?

Which consumer trends have these product innovations capitalized on?

What can I learn from the success of Bufferin Premium?

Key Highlights

Bufferin Premium is the latest and top end antipyretic analgesic variety from the long-established Bufferin brand, which mainly appeals to female consumers in their 30s.

Premium was a keyword of the food and drink sector in Japan during 2014, particularly after a tax increase in April; Lion has captured this rising trend and used it for an OTC product.

Please Note: Due to the brevity and/or nature of the content posted, there is no table of contents available for this report.

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