Simbios and Mikara (Dr. Schär Group)

Niche brand launch with strategic learning (non-lasting brands)

Starting point

Within the Dr. Schär group, we worked on the launch of two specific brands: Simbios (gastrointestinal supplements) and Mikara (supplements for rheumatoid arthritis). Both were discontinued after approximately two years. Including them in a case study section might seem contradictory — but that is precisely why they are worth telling.

What remains of marketing and brand work when a brand doesn't last? And how do you assess the value of a project beyond commercial success alone?

What we did together

The work was carried out using the same logic applied to FLAVIS: defining distinct buyer personas, mapping buyer journeys, building content systems and activating demand. Different positioning approaches, articulated messaging and specific channels for supplement categories were tested. eCommerce development, communications and media planning were designed as part of a system, not as isolated tasks.

Frameworks, managed services and training involved

What changed

The brands did not achieve the expected commercial success and were discontinued. What remained is a strategic learning asset for the group: positioning approaches validated or disproven, markets tested without requiring far larger investments further down the line, and concrete signals about which categories merit attention and which do not.

Voices from the client

What makes this case interesting

We include this case study because it speaks to an aspect of how we work that matters to us: even when a brand doesn't last, brand awareness work produces strategic learning. Growth comes not only from successes, but from the quality of decisions made — including the decision to stop at the right time.