Reckitt & Colman is branching into the ‘power and speed’ pharmaceuticals sector with the launch of a 12-hour combination capsule branded under Lemsip.
Powercaps are intended to heed off flu symptoms for 12-hour stretches, in contrast to its rivals which last for four hours. It is up against such brands as Beechams’ Flu Plus.
The packaging was worked up by The Green House team, which is now part of Wagstaffs, having been taken over in July.
The consultancy was briefed to position the product as modern and relevant for today’s consumer, fitting it alongside the range of Lemsip hot drinks but building on power and efficacy cues, says Wagstaffs associate director Judi Green.
‘Lemsip is known as a caring warm brand, rather than for strength and speed,’ she adds. Lemsip’s green and yellow colours had to be maintained, but the strong red colour was introduced to reflect Powercaps’ qualities.
The team came up with several proposals working around the symbolic image of a clock to provide a suggestion of time and speed.
Lemsip brand manager Kate Price is ‘thrilled’ with the result. Lemsip has a strong brand image, she says, ‘but we wanted to push that further’. The aim, she adds, was to ‘retain, but modernise’ the image of Lemsip.
Powercaps will be on shelf within the week, just in time to catch the cold and flu season.
Client: Reckitt & Colman