Download this free, 130-page Package Development Playbook jam-packed with strategies for success, best practices, and pitfalls to avoid.
Learn more »»
Article |

Regaining market share

Pittsburgh, PA-based SmithKline Beecham hopes to reestablish its once prominent Contac brand with a major redesign, the first since the cough and cold remedy's introduction 33 years ago.

"With over thirty competing products introduced annually in the past few years Contac's taken a considerable beating as people are drawn to the latest new thing" says Mike Amburgey senior brand equity manager at SmithKline Beecham. "We're trying to differentiate ourselves from both branded and private label competition." Graphic design changes to the outer carton were handled by Wallace Church Assoc. (New York NY). The changes include a slight modernization of the trademarked Contac logo which is repeated on the lidstock of the blister pack inside the carton. A globe against an eye-catching blue background replaces the traditional clock for an updated reference to Contac's time release formula. The cartons are produced by a variety of printers. A phased-in launch of Contac in the new package began nationally at press time.

Related Sponsored Content

E-Book Special Report
Total Cost of Ownership
Sign up to receive timely updates from our editors and download this E-Book Special Report to learn how to calculate the true Total Cost of Ownership (TCO) of your packaging machinery.


Don't miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
Each newsletter ranges in frequency from once per month to a few times per month at most.