“After the success of this packaging we have decided to roll it out across all of our OTC medicines.”  Pfizer senior marketing manager

Usability testing

Medicine information should make choosing and taking medicine simple and stress free. But more often than not it is difficult to read, to navigate through, understand, or to confidently follow – which can be dangerous!

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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.

This was a project for the Communication Research Institute. We worked on it together with mentor and friend Professor David Sless.
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