In Uzbekistan, especially after the pandemic, health care has become a priority - people have become more attentive to choosing medications, studying diseases and taking preventive measures to support physical and mental health. However, magnesium deficiency concepts such as stress, anxiety, irritability, are still often taboo - this is especially true for a large segment of women who have faced societal pressure and strict traditions from an early age.
Problem
Magne B6, recovers magnesium deficiency and maintains physical and mental well-being. In Uzbekistan, it is the market leader in magnesium vitamins and sedatives, nonetheless, in 2024 the total unit sales fell by 30% compared to 2023.
Solution
In previous years, the brand positioned itself as a drug that helps cope with adult stress and physical activity. We analyzed consumption situations, brand's Job-to-Be-Done, and found out that an additional source of sales growth could be a large segment of housewives and pregnant women. We slightly changed the communication and reduced the age range of the audience for more effective media buying. In addition, taking into account the media consumption of the new young segment, we reduced the periods of placement on TV to the minimum effective, and increased the role of Digital media as a full-scale channel for brand awareness and lead generation.
Result
As a result, wider audience segmentation and the new media split became brand’s additional source of growth: in the first half of 2025, we reached 60% of last year’s sales… and made lives of thousands a bit less stressful.
