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Contac's package facelift makes product easier to shop

More intuitive color scheme and attention to communication hierarchy helps Contac maintain consumer trust amid a clutter of competitive products in the cold and flu aisle.

Contac group
Contac group

Earlier this year, the Centers for Disease Control and Prevention (CDC) reported, “As of mid-January 2013, flu-related hospitalization and death rates among people 65 and older increased sharply.” Of course, influenza affects people of all ages and has garnered considerable media attention this winter.

For generations, Contac has provided fast-acting, multi-symptom relief for cold and flu sufferers. But this season, Marietta, GA-based Meda Consumer Healthcare Inc., the U.S. over-the-counter division of Stockholm-based Meda AB, has given the venerable brand a package design facelift.

Meda’s product family includes OTC products and dietary supplements, with brands that include Geritol, Feosol, and Contac.

Like it did with its Feosol iron supplement packaging, Meda sought the expertise of Little Big Brands to give the product a new look on the shelf that would increase shoppability for the consumer and create a stronger brand presence in a saturated category.

“Contac was confusing to shop and that’s a real problem when your consumer is likely feeling under the weather to begin with,” says Shanta McGahey, brand manager, Meda Consumer Healthcare. “The new Contac takes a great stride forward to instill confidence in the brand and help consumers feel better faster by getting the right product into their hands quickly.”

Color, clutter add to consumer confusion

The first step in the design process was assessing the line to determine what could be enhanced, and what needed an overhaul. The biggest challenge was color. The daytime non-drowsy product was dominated by dark purple, and the nighttime product by a bright orange. Intuitively, it didn’t make sense, nor did it follow category norms. In the redesign, the SKU colors were flipped and bold icons were added to the top of the pack to clearly designate day/night.

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