Observing cultural trends to identify white space

Sanofi Pasteur, the vaccines division of the global pharmaceutical company Sanofi, wanted to find a customer-focused positioning that would work across many markets and customer types, helping it to better connect with customers.

The challenge

There was a clear business need for Sanofi Pasteur to find an innovative and culturally relevant way to differentiate its new product offering in a crowded market. The goal was to help find a truly ownable, yet customer-focused positioning that would resonate across many markets and customer types.

Given the lack of both brand and product differentiation in the market, Hall & Partners knew that a traditional research approach would garner muted responses – "they are all the same; I use the cheapest".

We therefore had to rethink how we tackled this problem and demonstrate the value of...

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