After years behind the counter, GSK embarked on converting the historically successful product to over the counter.
Most allergy sufferers believe their symptoms are unique to themselves and they are as healthy as they’re going to get (neither are necessarily true), three insights drove our vision for the rebrand and relaunch:
1. A new, disruptive custom solution is necessary to help solve the problem;
2. Beyond brand loyalty, shopping by a list of symptoms is the norm;
3. Strength through empathy holds the broadest appeal
Capitalizing on traditional in- and out-of-category pharma cues, the brand was built to feel unique to the pharma aisle. The result was one of the largest and most successful launches for GSK. The continued development of product extensions highlight the distinct ability for the brand identity and architecture to expand and support new innovations for years to come.
Developed while working with Brand Union (now Superunion)