GlaxoSmithKline (GSK) is a global healthcare company specialising in pharmaceuticals, vaccines, and consumer healthcare products. Amongst its range of products in the Philippines is the brand Astring-O-sol, one of the leaders in mouthwash.
Astring-O-sol was struggling to maintain its leadership position. Listerine was penetrating the market with heavy media spend, while Colgate and Swish were launching new products with added functional benefits outside of just fresh breath. Astring-O-sol’s various products had low differentiation between sub-brands and did not stand out on the shelf. Packaging looked cluttered and unclean, the opposite of a credible mouthwash product.
Brand New Day participated in a comprehensive research programme and developed a new packaging design for the relaunch of the Astring-O-sol range across all of its seven sub-brands/variants, under one umbrella. Products were seen as a family, clearly differentiated by product benefit and formats. The colour synchronisity and symbols outlining the benefits stood out on shelf, while the USP clearly communicated seriousness and trusthworthiness in the tone. The fact that the products now used symbols and illustrations made them easy-to-understand and more appealing, creating mnemonics in the brain so that the shopper would be more compelled to pick Astring-O-sol when shopping for mouthwash.