Bursting with efficacy
Benylin’s drive to consolidate its position as the beacon cough brand in a fiercely competitive category allowed us to improve range navigation and create a new, premium consumer-relevant platform that contributed £2.6m incremental sales one year from launch.
As market leader in a static but crowded category, Benylin was under increasing pressure from both proprietary brands and private labels. The brand’s previously iconic torso had been much copied and the on shelf presentation lacked coherence across products and therapeutic categories.
Our challenge was to create a new design, capable of being trademarked that would both improve range navigation and shelf stand out and provide a coherent umbrella for an ambitious NPD program.
What we did
We started by going back to basics and designing and running a series of consumer co-creation workshops to help us better understand the semiotics and visual language of the winter ailments category.
Based on these insights we developed the now iconic and trademarked Benylin ‘Well-Burst’ as a core building block of the brand packaging identity. A process of simplifying the claims and copy hierarchy then allowed us to restage the core cough range making sure we optimized print and production finishes to maximize on shelf impact.
We went on to extend the new design across other product ranges whilst beginning the NPD process. Benylin Cold & Flu was the first new product range launched. Further consumer insight around issues and language lead to the creation of a new Mucus sub category within adult cough.
The re-staged adult cough and 4flu ranges contributed to sales and distribution growth that allowed Benylin to achieve the OTC awards brand re-launch of the year.
Benylin Cold & Flu gained 5% of the cold and flu category within the first 6 months bringing incremental sales and contributing 2.1% to category growth. Benylin Mucus was the most successful category launch of 2009 with an additional £2.6 million incremental sales value with 56% of buyers new to the cough category.