PD_Packaging Digest

Packaging Digest, Fall 2016

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Page 13 of 51

14 packaging concepts 14 TRENDS // FALL 2016 www.PackagingDigest.com Mylanta's packaging is new and improved Mylanta has always been known for its teal bottle, so when Gigi Leporati was charged with modernizing the brand, she wanted the new bottle to be reminiscent of the legacy package. She didn't, however, want Mylanta to be known as "yesterday's brand," says the marketing director of digestive health for Infirst Healthcare, which had just licensed Mylanta from McNeil Consumer Healthcare. "The most challenging part of the process was to balance legacy aspects with new design and innovations so that legacy consumers could recognize it," Leporati says. Mylanta's formulation had just been updated, so Leporati and her team set out to develop an ergonomic, aesthetically pleasing package for today's consumers that would convey relief and convenience. They reached out to Berlin Packaging (www. berlinpackaging.com), which had its internal Studio One Eleven (www.studio111design. com) team handle structural design and package engineering. "Berlin was a nice one-stop- shop as they designed and produced the bottle for us," says Leporati. "We worked closely with them to evaluate consumer trends and shapes, looking holistically at other categories. The medicinal category doesn't tend to emphasize packaging innovation compared with the food and beverage space." Berlin delivered a bottle that feels "ergonomic in the hand, with finger grips to help with pouring," says Leporati. "The bottle has a 'heroic' shape. It stands nice and tall and strong and projects Mylanta's strong brand equity." Berlin also made sure that the new bottle would work on manufacturing lines, she adds. Using color specifications from McNeil, the bottle is as close as possible to the same color as the original Mylanta. Infirst Healthcare also launched an accompanying dosage cup for consumer convenience. The snap-on cup has clasps that help keep it in place. The cup is debossed with the brand and features dose markings in milliliters, which is now becoming an industry standard. "We really wanted the packaging to communicate soothing, fast relief, so the color and the smooth lines of the package really does deliver on these things," says Leporati. "It looks like a product you'd pay more for." Infirst Healthcare is also introducing Mylanta Gas Minis, oval-shaped anti-gas mini tablets in a pocket pack with a flip top. Berlin Packaging developed the graphic design and provided the package, which Leporati says is new to the category. "Packaging has huge potential to create a positive and modern image for the brand," explains Leporati, who previously worked in the beverage industry. "Packaging is what you interact with physically and emotionally. For a brand on the shelf, having a different design is really important. We needed to convey a more- premium look that demonstrated tremendous equity—packaging is key." Read more at http://pdlinks.com/Mylanta TH I NK R O L L P R I N T . C O M S A M E D E E P D R AW, L E S S F O I L , H U G E S AV I N G S . Pack Expo 2016 November 6 - 9 Booth #6174 F O R M F O I L T M L I T E | C O L D - F O R M E D F O I L

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