Anadin

Packaging research

Anadin was looking to relaunch as its share hadn’t been growing and, in particular, was under threat from Nurofen, the number one brand, which had for some years been launching new variants with significant media support.

Key to the relaunch was a packaging redesign across the range which we were asked to research. We approached the work with a combination of qualitative and quantitative approaches.

Using extended consumer groups, we first explored the response to the current Anadin packaging and a number of potential new designs, in the context of consumer views needs in relation to analgesics. This helped identify strengths and weaknesses in the current design, provided guidelines for development of a more effective design, and identified one candidate new route which has real potential if tweaked.

Following our recommendations Anadin’s design agency developed three revised new designs for the range of products. Using innovative online technology, we assessed these quantitatively, not only in terms of communication and emotional response, but also for stand-out and impact on shelf, things that are much trickier to measure. We identified the design route that was a clear improvement on the current design, but suggested some further modifications. Our recommendations were adopted and the new design appeared on shelf within a year. Best of all, thanks in part to the new design, Anadin’s share is on the up again…