Case Study: Reckitt achieves faster multi-market messaging optimisation with Glow

Multi-market messaging optimisation for Reckitt’s Enfa nutrition brand

Reckitt, the multinational consumer goods company behind Enfa, needed to quickly test and rank messaging for a potential update to its child nutrition offering across four key markets. Working with Glow, Reckitt used rapid communications pre-testing to evaluate statements for purchase intent, believability, and relevance before launch.

Glow built and deployed a multilingual survey in just one week across Mexico, the Philippines, Thailand, and the USA, using its survey creation platform, scripting, translation management, and real-time reporting dashboard. Within two weeks of launch, Glow delivered integrated reporting across all markets, helping Reckitt align global messaging while optimizing local communications for market, language, and cultural differences.

Reckitt

Iain Kanssen

Global Strategic Insights Manager