What was the challenge?

As market leader in a crowded category, Benylin was under increasing pressure from other brands and own label competitors. The iconic torso had become much copied and the on-shelf presentation lacked clarity.

Our challenge was to create a new design that could be trademarked. This would improve range navigation and shelf stand-out, while also providing a neat umbrella for new product development.

What was our thinking?

In search of meaningful insight, we went back to basics. We hosted a series of consumer co-creation workshops to help us better understand the semiotics and visual language of the winter ailments category.

What did we do?

Armed with fresh insight from our workshops, we developed the trademarked Benylin ‘Well-Burst’ as a core building block of the brand packaging identity. 

Simplifying the claims and copy hierarchy allowed us to restage the core cough range. To make even more of a difference, we optimised print and production finishes to maximise on-shelf impact.

We then extended the new design across other product ranges and into new product development. Benylin Cold & Flu was the first new product range launched, while further consumer insight around issues and language led to the creation of a new Mucus subcategory.

What did we achieve?

Benylin Cold & Flu gained 5% of the category within the first six months, bringing incremental sales and contributing 2.1% to category growth.

Benylin Mucus was the most prolific category launch of the year with an additional £2.6 million incremental sales value with 56% of buyers new to the cough category.

All this success didn’t go unnoticed, the restaged adult cough and 4flu ranges helped Benylin achieve the prestigious OTC Marketing Awards ‘Brand Re-launch of the Year’.