Benylin Mucus Cough

Packaging

Branded – Other

Creative Leap

EXECUTIVE SUMMARY

This is the story of a simple idea that has revitalised a declining category.

An idea that from an initial design investment of only £40,000 has in its first year added £2.6 million in additional product sales, 56% from consumers new to the category.

Above all it is about questioning the way things have always been, listening to what consumers really want and then meeting that unmet consumer need with a concept that consumers really identify with.

Benylin is the leading cough medicine brand in the UK. However the cough category is in decline, with increasing competition from rival brands and own brand products. A big idea was needed to consolidate Benylin's position as the ‘Beacon Cough Brand'