Blue Marlin helps Anadin ease the pain

Wyeth Consumer Healthcare is to launch a new Anadin painkiller aimed at easing joint pain, with branding and packaging created by Blue Marlin Brand Design.

Anadin Joint Pain will be the only non-prescription tablet on the market that is specifically marketed as targeting joint pain, with the product lasting up to eight hours to help sufferers to get a good night's sleep.

Arthritis and joint pain currently affects around three in 10 people - some 13 million across the UK Susan Fosbery, Design Director at Blue Marlin, said: "Anadin Joint Pain is a new product which builds on the momentum created by our earlier work with Anadin.

"The packaging design clearly places Joint Pain in the Anadin family, yet our use of colour differentiates it as a unique product".

Blue Marlin was briefed on the design task in July 2007, following its highly successful work in repositioning and redesigning the entire Anadin range in 2006 to help re-establish its credentials in the analgesics market.

The agency's initial brief included developing a visual architecture for the brand enabling new products to be launched and existing products to be clearly differentiated.

Blue Marlin has also worked on modernising and strengthening Anadin's brand identity and increasing its level of shelf authority; distancing the pack from own-label competitors, and simplifying on-pack messaging.

Drawing on the strong heritage of the brand, the traditional yellow of Anadin is now supported by a range of colours denoting different variants; in the case of Anadin Joint Pain, purple.

The main branding is additionally now encircled by a foilised silver oval, to communicate efficacy and confidence on shelf, and create impact in store.

James Watson, Senior Brand Manager at Wyeth Consumer Healthcare, commented: "For three years, Blue Marlin have worked closely with us in the development of Anadin.

"Their earlier strategic work has provided a strong platform for the future success of the Anadin range, including this innovative brand extension.

"The new branding launched in September 2006 has succeeded in achieving good listings and improved shelf positions in key retailers: several products, including Anadin Extra Soluble, were also re-listed in major retailers".

The range has also had significant success in listings in the independent and smaller pharmacy chains, with revised pack sizes providing better margins for these retailers.

The product will go on sale in March in major grocers, in packs of 16 and 48.

It will be supported by a print, online and consumer PR campaign and by an GBP8m media investment in the overall Anadin brand.

Its target market includes women aged 45-55, BC1C2s and heavy analgesics users.

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