Bayer Healthcare (Morristown, NJ) is shaking up the OTC analgesics segment with new packaging for Bayer Aspirin and Aleve. The packaging forgoes the use of cartons for bottles that feature a new oval shape and user-friendly cap.
The new cap design features a soft-touch thermo plastic elastomer cover for easier gripping. Additionally, bottles' sides incorporate a raised logo grip.
Pictures of the bottles are featured in the January issue of Pharmaceutical & Medical Packaging News.
Shipped into retail stores earlier this year, the packaging is Bayer’s first venture into cartonless products for analgesics and a first in the category.
“We wanted the bottles to stand out, especially when compared to store-branded products as well as to our competitors. One great way to do this is to allow consumers to touch the bottles and feel the difference,” says Guido Schmitz, senior associate director, global innovation and new technology, Bayer Consumer Care Division, Bayer Healthcare.
“For Bayer Aspirin, we were inspired to develop a package that was worthy of a wonder drug—one that was different and more user-friendly than that of any other medicine bottle. At the same time, this was an opportunity for Aleve to explore new packaging design options as well,” says Schmitz, the leader of the design team.
“Our main objective (with Aleve) was to create an easy-to-open bottle for Aleve’s core user, the arthritis sufferer,” he adds.
The bottles and closures are supplied by Berry Plastics Corp. (Evansville, IL). Bottles feature resealable extended content labels (ECLs) supplied by CCL Label (Upland, CA) for conveying Drug Facts and consumer information.
The system is used for Aleve 40, 100 and 200 count, Bayer Genuine 325 mg in 100, 200 and 300 count, and Bayer Low Dose 81 in 120, 200 and 300 count. The Bayer Aspirin bottle features the brand’s historical yellow and brown or red and green colors, while the Aleve bottle features white and blue colors.
The cartonless approach minimizes packaging waste and energy use while optimizing retail shelf space, Schmitz says. “The cartonless format gives us more flexibility for editing the Drug Facts and contact information on the ECL on an as-needed basis,” he says.
The Bayer team worked for two years developing various packaging concepts with the help of package design firm Berndt & Partners. The Bayer Aspirin and Aleve packaging is based on a new platform system that can be customized for other products.