McNeil Consumer Healthcare

St. Joseph Aspirin Packaging

With strong nostalgic appeal among baby boomers, McNeil wanted to reposition the St. Joseph brand as a heart-healthy choice for adults. The challenge was to take the product from “once upon a time” to “once a day.” Bailey leveraged the wistful packaging and familiar graphics, updating the look to appeal to adult sensibilities.
The updated design helped the product exceed McNeil’s year one expectations by over 20%.
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