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Client
McNeil Products Limited
Design Consultancy
Creative Leap
David Gray
020 7549 700
david.gray@creativeleap.ccom
www.creativeleap.ccom
The Challenge
Benylin, which has 30% value share in the cough medicine market but only 3.8% share in the cold and flu segment, saw an opportunity to launch a new Benylin branded cold and flu offering.
The Brief
Creative Leap were briefed to review and revise the Benylin brand visual identity, creating an identity and architecture that could reinforce the brand’s positioning and create a stronger impact on the shelves.
The Design
Consumer research which identified the importance of feelings of ‘getting better’ led to the development of the ‘wellburst ’ and ‘well glow’ visual devices represent the medicine physically driving out the illness with a radiating white ‘burst ’ against a brightly coloured background.
The Results
Benylin cold & flu launched in the final quarter of 2006 and already has a value share of 5%, exceeding the first year target of 4.8% after only four months.
Silver Packaging – Branded - on Food
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