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Article | February 28, 2003
Creative packaging redesign
A package that elicits the feeling of a restful night’s sleep is now marketed by CNS, Inc., for its Breathe Right Snore Relief throat spray product.
The company needed the package to clearly communicate its use and benefit be easily identifiable as being made by Breathe Right and carry a strong visual presence on store shelves. Designers at Mackey Szar (Minneapolis MN) placed an image of the spray nozzle and pump on the secondary packaging to properly show consumers how the product could be used. They also placed the name of the product in large bold letters in front of a background that further communicates function. Designers also used spots of sapphire blue on front and side panels because it is widely considered a “calming color.”
“They really did a wonderful job on the Snore Relief packaging” says Nick Naumann senior marketing communications manager at CNS. “The product is exceeding our expections on both trial and repeat and is now our number one item in the Breathe Right line at Target stores.”
Breathe Right Snore Relief throat spray sells at mass merchandise retailers drugstores and supermarkets nationwide. The new product packaged in a 2-oz bottle has a suggested retail price of $11.99.
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