GlaxoSmithKline is launching a new stick sachet format for its Beechams Flu Plus cold remedy as part of a &£6m marketing drive for the brand in time for the winter season.
The launch, which is similar to coffee shop-style sugar sachets, has been designed as ‘modern, portable and easy to pour’ compared with traditional cold remedy powder sachets.
The healthcare giant hopes it will create a clear point of difference for the Beechams brand, and that the ‘taller’ packs will improve on-shelf visibility without taking up more shelf space.
The stick sachet will be supported by television ads, created by Grey London, which will also support the Beechams All in One range. The ads will break in November. Media buying is by MediaCom.