Package Design Supports Launch of Advil Congestion Relief

Pfizer Consumer Healthcare launched Advil Congestion Relief with an eye-grabbing color scheme and an extended content label (ECL) for meeting label requirements.
“The unique design clearly communicates the ingredients and indications, [with a] color scheme that really pops on the shelf. We used an ECL adhered to the carton to accommodate the required labeling. The primary blister package was also designed [to carry labeling information],” says Jody Cook, director of North American Communications, Pfizer Consumer Healthcare.
 
Advil Congestion Relief is the first Advil product containing ibuprofen and the nasal decongestant phenylephrine, and the first Advil congestion relief product available off the shelf. Advil Cold & Sinus and Advil Allergy Sinus, containing the decongestant pseudoephedrine, are held behind the counter for distribution by pharmacists.
 
Pfizer touts the product as congestion relief available in the cold remedy aisle, in an integrated marketing campaign supporting the launch this quarter. The campaign kicked off the day after Thanksgiving with a “Black Friday” promotion at select Simon Property malls around the country. In the promo, shoppers were offered a chance to win “literal congestion relief”—provided by a team of “decongesters” who helped by waiting in long lines for them, running mall errands, and carrying heavy shopping bags.
 
The event was promoted with mall banners, on Simon’s Face Book page, and with mailings to Simon email lists. Twenty winners at each mall texted messages to enter. The decongesters were joined at the malls by Pfizer sampling teams.
The Advil Congestion Relief launch is supported by an integrated marketing campaign with TV and radio ads, in-store promotion, sampling, and digital marketing, Cook says.