OTC advertising and packaging contain more product claims than any other industry. Key messages—such as efficacy, speed of effect, and relief—are common and often layered across both advertising and packaging. But are all messages created equal? These key claims and messages stack to create psychological narrative threads, and it's these threads that significantly impact consumer choice and perceptions of brand value.

In a new report from Irrational Agency we apply an innovative narrative behavioural science approach to:

• Understand the key elements in positive narrative threads for four OTC pharma and healthcare categories
• Rank all the well known brands in each category based on the current perception of brand value linked to narrative associations
• Show how to leverage narrative threads to boost consumer perceptions and drive brand preference

Download the report today to uncover the most impactful messages and narrative associations in your category.