Health and Beauty Project #2

For my project I am looking into redesigning the packaging for Robitussin Cough & Cold Medicine. Joe mentioned that we cannot do anything that is food. This is something you consume however I am hope it is okay since it falls into the health drug category. Not to mention over consumption of several tablespoons can take you to the hospital so it can’t be considered food. :D

the product

ROBITUSSIN COUGH & COLD

CHILDREN COUGH & COLD (CANADA)

This is the current Robitussin line. Not very exciting. It's clean. But as I child I wouldn't want to drink any of those. Especially when we compare them to our competition.

the competition

When placed along side with competitors like Triaminic, Dimetapp, Sudafed, and such Robitussin doesn't stand a chance. Our competition is fun, colorful, pretty and "yummy". Children are attracted to that. Children and parents should be the main audience in all this. Children are the ones who get sick the most often and parents will catch it from their kids. Getting children to drink medicine is a battle in itself. Parents will do anything. If a child is attracted to a certain product, you can bet the parents will buy it. Aiming it towards adults will most likely not work as well. Adult cold medicine are pretty much between Tylenol, Sudafed and Nyquil capsules. So let's not go there. The syrups will usually go towards children and a younger audience.

the company & redesign

The Robitussin company has been around for about 50 years. They were originally produced by AH Robins of Virginia however Wyeth bought them out. So technically Dimetapp isn't a threat since they are part of the same company. But as a child, I would still rather choose Triaminic or Sudafed.

Robitussin has been around for a long time their logo is well known for the plain black strip with white type so we will keep that. We want customers and parents to know that our packaging changed, but not the company and product. We're still the same medicine they have grown up on and trust. The same medicine that worked wonders on them when they were a child while still attracting the attention of their children. While we can keep a cleaner look on the adult version of the syrup, the children's definately needs a lift. It needs to convey fruity, tastey, fun! Lure children into drinking it because medicine is a parent's biggest battle and a child's worst enemy. Let's make it so that Robitussin IS the competition. >:)