Bursting with efficacy
Our challenge was to create a new design that could be trademarked. This would improve range navigation and shelf stand-out, while also providing a neat umbrella for new product development.
In search of meaningful insight, we went back to basics. We hosted a series of consumer co-creation workshops to help us better understand the semiotics and visual language of the winter ailments category.
Simplifying the claims and copy hierarchy allowed us to restage the core cough range. To make even more of a difference, we optimised print and production finishes to maximise on-shelf impact.
We then extended the new design across other product ranges and into new product development. Benylin Cold & Flu was the first new product range launched, while further consumer insight around issues and language led to the creation of a new Mucus subcategory.
Benylin Cold & Flu gained 5% of the category within the first six months, bringing incremental sales and contributing 2.1% to category growth.
Benylin Mucus was the most prolific category launch of the year with an additional £2.6 million incremental sales value with 56% of buyers new to the cough category.
All this success didn’t go unnoticed, The restaged adult cough and 4flu ranges helped Benylin achieve the prestigious OTC Marketing Awards ‘Brand Re-launch of the Year’.
“The agency’s professional and pragmatic approach to turning a powerful consumer insight into an impactful brand idea and packaging execution has once again helped deliver significant commercial results. The premium positioning, product differentiation and shelf standout achieved by the packaging design has been a key factor in the successful launch. Trade sell-in has been fantastic and the resulting rate of sales has been significantly ahead of our target expectations.”Alex Pitt Marketing Director, Johnson & Johnson
