NEWS: Square Bottles, Color Coding Mark New Product Launches

 

Two recently launched drug products have entered the market in square bottles with color-coded strengths. Lunesta, a long-term treatment for insomnia prescribed in 1-, 2-, and 3-mg tablets, is packaged in 100 counts in three separate square bottles with each dosage pill being a different color. Razadyne ER, the new once-daily treatment for mild to moderate Alzheimer’s disease first approved by FDA in February 2001 as the twice-daily medication Reminyl, is packaged similarly, in 30 counts. Each strength represented by its own color.

Branding is also important. Along with the brand name and the Lunesta “swoosh,” the Lunesta labels are very distinctive, says a company spokesperson for Sepracor Inc., the drug maker. Razadyne ER is printed in stylized font, almost in italics. The product is marketed by Ortho-McNeil Neurologics. Owens Illinois provided the bottle and closure, while National Label provided the label. A special security ink is added to the label. In Razadyne ER’s case, patients may never even see such branding efforts. According to a company representative, pharmacists will need to repackage bottle contents.

 

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