Case Study
Consumer Healthcare: Turning Manufacturing Capability into Clear, Story-Led Customer Pitches
The Client
A global contract manufacturer seeking to shift from reactive, spec-led delivery to proactive, consumer-driven customer pitching, especially in health and beauty categories.
The Challenge
- Cut through SKU clutter and category confusion to clarify what consumers and customers really want.
- Move beyond operational “product out the door” thinking to articulate a clear, compelling story for each format and opportunity.
- Strengthen customer pitches with tangible, sensorial storytelling (ingredients, touch, smell, texture) to stand out in competitive supplier environments.
The Results
- The team moved from reactive “factory-supply mode” to a clear, proactive pitch mindset, leading with value to the end consumer.
- Customer pitches showed significantly stronger value propositions, improving clarity, credibility and buyer engagement.
- Teams gained sharper visibility of competitor dynamics, clearer communication of benefits, and a stronger sense of how to win the pitch.
Untapped Approach
Shared Product Story tools and frameworks to help client teams think differently, shifting from reactive manufacturing to proactive opportunity framing.
Enabled story-led customer pitches using samples, ingredients and sensorial cues, critical in beauty and personal care.
Enabled development of customer-ready narratives that clearly demonstrated:We understand your shopper + the value of each format + why you should act now.
“Untapped enabled us to cut through operational noise and elevated our capabilities into story-led pitches. They helped us to clarify what consumers and customers actually want, and equipped us with confident, compelling narrative frameworks our customers immediately understood.”
Chief Innovation Officer, Ourvita Group
