New design signals Coricidin's new niche

Schering-Plough has repositioned its Coricidin brand as the preferred choice for cold sufferers with high blood pressure, and packaging supports the strategy.

Apr 27, 2007

Coricidin lacks an anti-histamine ingredient, and with recent studies linking anti-histamines to high blood pressure (HBP), the brand has a meaningful point of difference for a niche market.

Schering-Plough engaged Dragon Rouge USA to redesign the packaging graphics for Coricidin. The new packaging underscores the HBP acronym and improves shelf presence in the crowded cold remedy aisle.

The new carton design places the HBP designation below the Coricidin logo, connecting the two with defining language—including a new heart icon—to support the product benefit and signal Coricidin's niche in the market. —Jim George, contributing editor

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