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Sanofi recharges Nasacort with package redesign

Modernized structural and graphical design includes bolder colors, a window that lets consumers see product, and eliminates the need for an outer carton.

Nasacort's new package includes modernized structural and graphical design includes bolder colors, a window that lets consumers see product, and eliminates the need for an outer carton.
Nasacort's new package includes modernized structural and graphical design includes bolder colors, a window that lets consumers see product, and eliminates the need for an outer carton.

Embracing positive change helps businesses–and their products—maintain their competitive edge and meet customer/consumer needs.

In 2014, Sanofi Consumer Healthcare Division Chattem Inc., made a considerable change, using package design to help switch its well-known Nasacort Allergy 24HR spray from prescription-only to an over-the-counter product.

Now, four years later, the company is again employing package design to help differentiate the product on shelf, to make it easier for consumers to recognize the product, and to reduce packaging material usage. The change comes just as another Spring allergy season hits.

As allergy sufferers look to OTC shelves to find relief for symptoms such as nasal congestion, sneezing, and itchy, runny nose, Sanofi sought to make it even easier for consumers to find Nasacort Allergy 24HR from competitive products. That’s especially challenging given the category’s multiple treatment options. Because of that, packaging becomes critical in touting Nasacort, a non-drowsy, scent -and alcohol-free nasal spray that blocks the body’s responses to allergens and reduces inflammation in the nasal passages.

“That’s why Sanofi redesigned packaging for Nasacort to address new consumer insights and merchandise more efficiently on the shelf,” says Whitney Barnes, Sanofi Associate Brand Manager. “This new packaging includes the use of a more modern design and structure.To help maintain brand equity and ensure that existing consumers are not confused or alienated, packaging graphics have been enhanced to boost shelf impact, while retaining certain established brand elements.

“For example, the packaging includes the same colors but in a brighter palette and the same logo, but it is 35% larger. In fact, research showed the new design may increase purchase choice by 19%, compared to the original design. This was accomplished while reducing the overall size of the package 0.5 in.”

The new packaging features a window that clearly displays two bottles, which makes Nasacort the only intranasal steroid (INS) to clearly display two bottles in its multi-pack so the value is easily visible to shoppers.

Packaging differentiates product

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