GlaxoSmithKline wanted to build an expert image of their four brands which treat of cold symptoms: Theraflu, Otrivin, Rutinoscorbin i Orofar and additionaly build brand awareness. The communication was supposed to be attractive and easy to pick up at the same time.
In creative process, many ideas came to mind, but one of the first and most accurate in our opinion was the FIRST AID KIT. The concept was based on traditional approach to treating the most common illnessess. We created our own first aid kit with promotional four brands and we supported campaign designing easy to implement POS materials for pharmacies.
Thanks to special on-pack, consumers had the opportunity to buy basic products in one convenient, collective packaging. The project was dedicated for a large target group who face the first symptoms of a cold on their own. A creative concept was based on consumer insight: “I try to keep all drugs in one place.”
Simple solutions turn out to be the best! That was also our idea. Intuitive and easy to implement in particular points of sale, which pharmacies are.
The effects of the “FIRST AID” implementation could be seen in most of Polish pharmacies. We are working with GlaxoSmithKline to this day.