Whilst being the UK’s leading Infant Colic treatment, Infacol was being challenged for market share from emerging and existing alternatives. What’s more, the brand was undergoing a total refresh and some new product claims could add weight to this investment.

Orbital and its partners created a study that achieved x10 new claims around its treatment of infant colic, and in just 6 months. This was something the brand had never been able to achieve in its 35-year history. The ICORE claims now lie central to the brands marketing, and Infacol has seen sales surge, as well as increase online positive sentiment.

90-year-old superbrand, Sudocrem, wanted to reaffirm its place in the market as the No.1 nappy rash brand, but without the cost and time restraints of a new RCT.

Orbital and its partners designed a study that achieved this in just 6 months and at a fraction of the cost of a RCT. 10x new claims were generated around the product’s ability to heal nappy rash.