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Repackaging 'releevs' theft woes

Merix Releev cold sore medication changes to pilfer-resistant film-laminated packaging to meet retailer demands.

Pw 8617 Releev

Merix Pharmaceutical Corp. switched its retail packaging for Releev 1 Day Cold Sore Symptom Treatment to BlisterGuard® security package from Colbert Packaging (www.colbertpkg.com) to thwart tampering and pilferage. Introduced last September, Merix’s new format is now used nationwide at Walgreens and Kmart stores, with expanded retail distribution planned for 2007.
Barrington, IL-based Merix was asked by the two retail chains to provide better pilfer-resistant packaging because of theft issues regarding the $19.95 medication that relieves the symptoms of cold sores in a day.
“Releev comes in a tube that can easily fit into someone’s pocket or purse if the outer package is breached,” says Dori Squires, vice president of Merix. “Therefore we moved forward with the plan to improve tamper-resistance to our product packaging.”
The prior packaging had been a five-panel carton. Initially, Merix looked at a plastic clamshell as the alternative. “However, we didn’t like the look of the package or the environmental and recyclability issues plastic clamshell packaging creates,” says Squires. “We also lost much of our package facing due to the flange required for the clamshell. It didn’t provide the printing surface for compelling graphics and brand identity.”

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