Challenge
Rising counterfeit incidents on a flagship cardiovascular brand in five emerging markets, with parallel-import diversion eroding regulated-market pricing.
Outcome
Deployed NBR across 220M cartons/yr in 18 months. Counterfeit complaints down 74%; three organized counterfeit rings dismantled in partnership with regulators.
- Cartons/yr protected
- 220MCartons/yr protected
- Counterfeit complaints
- -74%Counterfeit complaints
- Global rollout
- 18 moGlobal rollout