The Veno’s cough medicine range, which is owned by Forest Laboratories, is to get a brand new look this season. New packaging will build on its equity as a ‘safe, trusted family brand’* whilst bringing it up to date and extending its appeal to a younger audience – with a new focus on women with children who seek a value for money product, suitable for the whole family.
The new packs, which will be phased in over the coming season, confirm its heritage – established in 1897 – whilst a new logo and updated graphics create a cleaner more contemporary feel. The family positioning is clearly highlighted, the ingredients and cough type are easily identified, the non-drowsy message is clearer and the familiar soothing drop graphic has been retained and made more prominent.
Commenting Forest’s group marketing manager Clare Young says: ‘The new look will greatly increase impact on shelf and with Veno’s being suitable for children aged 2, 3 or 12 and over – depending on the variant – consumers will be able to quickly identify the product which most meets their needs and can be used by everyone in the family.”
Cough, cold and flu products in independent grocery
With OTC medicines not necessarily price sensitive – cost is often outweighed by the need for early relief from symptoms – convenience stores, whether in towns, villages or petrol forecourts, are well placed to meet the needs of consumers who may wish to shop later at night, or on their way to or from work.
Cold and flu traditionally peaks between November and January, although it can start earlier and last well into the New Year. Ensuring cough, cold and flu products are highly visible and easily accessible throughout the season, will drive sales amongst consumers who are becoming increasingly comfortable with self-medication. However, customers who appear concerned about appropriate choices should be encouraged to visit a pharmacy.
Veno’s is a top brand in independent grocery with a 20 per cent share** and its family positioning providing an all-round solution for cash-strapped families in need of relief from dry, chesty or tickly coughs. And, with its 100-year plus heritage and familiar name, Veno’s will act as a beacon to the category. Single symptom products such as cough medicines and decongestants should be featured along with a core selection of multi-symptom products to meet the wider consumer need.
The range comprises Veno’s Honey & Lemon for tickly coughs, with glucose, honey and lemon juice, for families with children aged 2 and over; Veno’s Cough Syrup for dry coughs, with glucose and treacle, for families with children aged 3 and over and Veno’s Expectorant for chesty coughs, with guaifenisin, for families with children aged 12 and over. All variants are non-drowsy. Available in 100 ml or 160 ml, with RSPs of £3.30 and £4.27 respectively. Always read the label.
* Research carried out by Core Values 2011
** Nielsen cough liquids 52w/e 31.05.14
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