Allergy product Piriton rebrands

by Staff, Marketing 10-Aug-06, 08:10

LONDON - GlaxoSmithKline has refreshed the image of its Piriton and Piriteze allergy treatments.

Haines McGregor won the task to redesign the products following a three-way pitch. It was briefed to create a consistent image for the brands and distinguish them from imitative own-label rivals.

The treatments will seek to appeal to a wider audience by making their benefits clearer on-pack. The packaging will feature a flower-shaped logo that includes images of the allergies they can treat.

The rebrand is being accompanied by an integrated ad campaign.

The allergy treatment category has recorded considerable value growth this year, rising 26.7% year on year
for the 12 weeks to 17 June, according to ACNielsen.

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