If you work in OTC, you’ll know the frustration: many brands are working with similar ingredients, similar claims, and tight regulatory guardrails, all while generics sit there offering a cheaper alternative.
So the real question isn’t usually “how do we make a stronger claim?”
It’s “what story do our claims add up to in consumers’ minds?”
In this recorded webinar, we explore how OTC consumers don’t process messages like a rational checklist. They combine signals “fast”, “strong”, “trusted”, “gentle”, “clinically proven”, “long-lasting”, “for all-day relief” into broader brand narratives that shape perceived value, confidence, and ultimately choice.
What you’ll get from the session
In the webinar we cover:
- Why claims rarely work in isolation — and how meaning is created by the combination of cues
- The narratives that show up consistently in OTC decision-making
- What these narratives mean for brand positioning, comms, and pack design
- How to pressure-test whether your messaging is reinforcing the story you want to own
If you’re planning OTC brand, comms, pack, or innovation work this year, this is a useful lens for sense-checking how consumers are likely to interpret what you’re putting into the market.
Leigh Caldwell