brandgym worked with HRA Pharma on the global relaunch of ellaOne, the most effective morning after pill. Cultural analysis highlighted the opportunity for a more contemporary expression of femininity for a #MeToo world. Expert interviews with psychologists then revealed how the loss of possibilities young women feared most from an unplanned pregnancy.

The resulting brand purpose, Inspiring women to take control of their morning after, inspired and guided a new mix, including the ‘My Morning After’ communication campaign. Early results are impressive, with the UK launch driving not only significant share growth but also category growth.

To learn more about how we can help you create an inspiring global brand purpose and positioning, call David Nichols on +44 7787 148806, email him on