Women were beginning to distrust at-home pregnancy tests because of the risk of receiving ‘false negative’ responses when taken too early. As a pregnancy test with a core value of being reliable early in pregnancy, e.p.t. needed to reinforce its brand position as a reliable caretaker of pregnant women.
The core of the e.p.t. product offering was under fire – and its messaging was too stale to keep up. The new positioning connected women who were concerned about pregnancy testing with the information and materials necessary to make informed choices.