Description

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.

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 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.

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.

Credits

Ledokol Group:
Negina Kasimova - Client Service
Sanjar Ismatov - Media Strategist
Georgiy Glorio, Artyom Shin - Media Planners

Stada:
Tatyana Sokolova - Eurasia Digital and Media Lead
Lenura Suleymanova - Product Manager