Case Study: HRA Pharma launches the UK’s first OTC contraceptive pill with Brands2Life

HRA Pharma launches the UK's first OTC contraceptive pill with Brands2Life, reaching 95% market share

HRA Pharma faced the challenge of launching Hana, the UK's first over-the-counter contraceptive pill, a breakthrough that risked controversy. Their goal was to successfully introduce this new product category with a campaign that balanced boldness and sensitivity, all while beating a direct competitor to become the leading brand. They partnered with the vendor Brands2Life to achieve this.

Brands2Life implemented a four-phase strategy that included in-depth media mapping and pre-emptive briefings with key journalists under embargo. This ensured Hana was central to the news when the regulatory announcement was made. The solution combined earned media engagement with select paid partnerships to build positive awareness and reinforce the product's mission. The results were significant, with Brands2Life securing over 740 media stories, a reach of 15 million, and 14,000 website visits. Hana achieved a 95% market share within two months and 99% positive or neutral media sentiment.

HRA Pharma