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'Dusty' Geritol graphics get reenergized

Legacy supplement brand Geritol gets package refresh designed to appeal to a younger demographic, enhance shopability, and provide a point of differentiation on shelf.

Pw 59759 100ct Carton Bottle

Despite being a Baby Boomer at 60 years old, with its dynamic new branding, legacy nutritional supplement brand Geritol doesn’t “look a day over 40,” says Cigdem Topalli, Brand Manager, Dietary Supplements for Meda Consumer Healthcare, owner of Geritol since 2010. “Not only is the packaging beautiful, but it’s also easier for people to shop and quickly delivers the benefits and point of difference,” he adds.

In summer 2012, Meda brought in design firm Little Big Brands to create a package design for its liquid and tablet supplements to appeal to a younger demographic and strengthen the brand’s shelf impact and shopability. “Geritol had not been actively marketed in many years,” explains Little Big Brands Creative Director John Nunziato. “Meda knew the brand image was outdated and approached us to help them relaunch Geritol in packaging relevant to the audience and category.”

Initial work involved research to assess the brand equities in order to support and guide the packaging design. Nunziato says that despite neglect, Geritol had retained a healthy brand awareness and was perceived as a trusted product.

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