dsinger115 wrote:Thanks for all the feedback -- this is a great help.
Part of the problem with Alka-Seltzer is that it has great brand recognition and awareness, but no one really knows where it fits. As some of you mentioned, brand perception is a double-edged sword for us -- on the one hand, everyone knows about our product; on the other, it has a reputation for being your grandfather's OTC product (not to mention the taste). Part of our plan is to change the advertising message a bit to highlight A-S as a "lifestyle" product -- young or old it fits into your lifestyle by offering quick, effective, and SAFE relief -- and as part of this, we want to clean up the packaging so that reflects a more modern outlook on life while still playing off that existing OTC consumer trust and familiarity with the brand...
As far as the packaging, we noticed too that everything is blue. We're a bit reluctant to do anything too jarring with coloration or total redesign, partly because blue seems to symbolize soothing relief for GI products and partly because we don't want to alienate existing A-S users. Initially, our plan was to keep it simple -- maybe darken the box slightly to make the text pop a bit more while also increasing font size to really highlight the name of the brand. In the end, it's the name that sells this product, not any of the other extraneous text. I'm not sure it's possible, but I guess in an ideal world we'd find a way to create a package that appeals to both young and old.
Again -- thanks everyone for the feedback. I'm not coming at this from a marketing or design background so I'm not sure how clear I'm being in my explanations, but the comments are really helpful (be thankful that wasn't me in your 10AM meeting, btw). Thanks!
My 0.02$ worth is that everything you are mentioning above is exactly what you should NOT do.
soften the font a little here, darken the package a little there, make it more general use, play up how it's safe and effective..... that's exactly the middle of the road position that so many brands fall in, and probably exactly what the marketing brief for the current package said.
If it were me, without doing and further research, I'd suggest you need to go FAR away from the current. Not only does the current look like almost every other antacid package, it also looks like every other package in the pharmacy. If you werent familiar with the product type (i'm not really, never had tums, as or anything like it), and the package was in a different langauge, you could easily confuse it with anything from contact lens cleaner, to toilet bowl refresher to _____?
Light blue, random font, some drop shadows and swirls + a few small print benefits is the recipe for 99% of product packaging out there. To me, it's says absolutely 0 about any package that uses the same commercial formula.
I'd go the retro route. The name alone feels pretty old school. Play up the kitchiness, and the fact that it's all about hangovers but nobody ever says it. Allude to it in ads with Mad Men like double entendres. Have a super retro, bold pack that will immediately give it some cred to the young and the old will still associate with it. It will catch on great with hipsters and grandpas alike!