CORTIZONE-10 PACKAGING REFRESH
LAM refreshed Cortizone-10 packaging to: 1) improve SKU differentiation, 2) eliminate clutter, and 3) defend the brand against PL’s practice of mimicking trade dress. This program included pre-design strategy exploring alternative naming and nomenclature options. Our solution eliminates extraneous copy allowing consumers to focus on key symptoms, benefits and the brand’s 10-hour claim. The uninterrupted red that now flows across all panels unifies the line while a more significant use of variant color amplifies SKU differentiation. The result is a cleaner, more contemporary expression that works hard at shelf.