New packaging for Tixylix cough medicine

After nearly a decade without change, Novartis Consumer Health has introduced new packaging, created by Dew Gibbons, for its Tixylix children’s cough medicine brand. Increased competition in over-the-counter paediatric medicine has led to the change. The sector is worth £9.8m per year. ‘The emotional ties of a brand linked to the well-being of a child from the ages of one to ten will form strong bonds of trust and loyalty with parents,’ says Dew Gibbons creative director Shaun Dew of the project. Customers were perceived as being fond of the existing packaging style. ‘It was crucial to remain true to what the Tixylix brand stands for,’ says Dew.