Benylin readies £8m relaunch campaign

by Jeremy Lee, Marketing 03-Oct-07

LONDON - Benylin, the Pfizer-owned cough medicine brand, has introduced fresh packaging and bigger bottles ahead of the peak winter coughs and colds season.

The design, which is bolder than its predecessor, has been updated to unify the brand across the cough, cold and flu categories and increase on-shelf stand-out. The impact of the new packaging is one-and-a-half times higher than its competitor brands in the category, according to the company's own research.

Benylin is supporting the overhaul with an £8m ad campaign across the range. The brand has also introduced bigger bottles across its Adults Cough range following a trial last year. The company claims the bigger bottles - 150ml compared with 125ml previously - increase usage, adding value to the category.

Benylin is the UK's bestselling cough medicine with a 30% value share of the market, according to IRI.