A 1m relaunch of cough and cold remedy brand Hill’s Balsam includes new packaging by FLB.
The Cheltenham consultancy has created new packaging for the eight-strong range. The designs – built around a shield device – are expected to attract new and younger consumers without alienating its existing customer base.
FLB creative director Colin Mechan says the shield communicates “the outstanding power, strength and heritage of the brand”. Product differentiation is aided by colour-coding and clear typography, he adds.
The brand’s owner, Windsor Healthcare, is putting 1m behind the relaunch in what brands development manager Alisa
Lollback terms “a major repositioning exercise”.