Treating a Heritage Brand
As the leaves of autumn start to fall, the cold and flu season grows ever closer. You can tell when it is time—bottles of hand-sanitizers and boxes of tissues are everywhere, you can hear the sound of sniffling and coughing off in the distance, and co-workers flee from your presence at the mere utterance of those two little words, “I’m sick.”
Fortunately, this year, a trusted old friend has a brand new look to help get you through the season. Bailey Brand Consulting worked with Pfizer to redesign and reposition the Robitussin® brand to refresh their heritage line of cough and cold products.
The first step in the brand redesign started by developing a new segmentation strategy based on the lifecycle of a typical cold. This provided a way to simplify the product line under two new sub-brands: “Robitussin® Peak Cold” for those products that treat colds when they are at their most symptomatic and you are feeling your worst, and “Robitussin® Lingering Cold” for products to treat the end of your cold when you have that cough that just won’t go away.
To help the brand break through an overcrowded and visually chaotic shelf at retail, the packaging was given a bold new look. The old white and dark green packaging with multi-colored symptom boxes were replaced with vibrant green and blue graphics for the two sub-brands, unified by a large black background and white Robitussin logo. A new color-coding system and illustrations were added to help product and form segmentation, and the nomenclature was simplified to make it very easy to understand and locate what symptoms the product relieves. After all, the last thing you want to do when you have a cold is stare at a wall of products for 10 minutes trying to find the right one for you.
To see the full transformation, click here.