Pfizer

Robitussin Packaging

Over the years, Robitussin has been a leader in the cold care category. Faced with ever-expanding competition in an increasingly confusing category, Robitussin wanted to shake up the shelf and help consumers shop the category in a whole new way.

Together with the Robitussin brand team, Bailey formulized a communications strategy based on the lifecycle of a cold. We explored how symptoms cluster in the beginning, middle and late stages of a cold to give consumers a new way of thinking about their cold and help them find the right medicine specific for their needs. This represents a unique position for Robitussin in the category and helps to re-educate and better inform consumers about their cold as well as the treatments.

This exploration also helped identify consumers’ needs states, enabling Robitussin to extend the brand, which has been known for liquids, into other forms.

The new design retains the black and green equities of the Robitussin brand, and incorporates bold graphics and simplified nomenclature to make it easy for a consumer to navigate the product line and quickly locate the appropriate medicine at shelf. Downloadable Brochure OTC Category Experience