The design, which is bolder than its predecessor, has been updated to unify the brand across the cough, cold and flu categories and increase on-shelf stand-out. The impact of the new packaging is one-and-a-half times higher than its competitor brands in the category, according to the company's own research.
Benylin is supporting the overhaul with an £8m ad campaign across the range. The brand has also introduced bigger bottles across its Adults Cough range following a trial last year. The company claims the bigger bottles - 150ml compared with 125ml previously - increase usage, adding value to the category.
Benylin is the UK's bestselling cough medicine with a 30% value share of the market, according to IRI.
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