Through design, research and a healthy open-mindedness we were able to develop new packaging and instructions for Pfizer’s complete range of over–the-counter (OTC) medicines, including Sudafed, Codral, Mylanta, Nicorette and Benadryl.
Within 12 months of launching the new packaging, Codral’s share of total cold and flu sales rose from 42% to 61%. Customers did call the helpline, not to complain, but to praise Pfizer for their ‘easy to use’ packaging.