Flonase

Working in collaboration with GSK Consumer Healthcare’s global design management team and the wellness category packaging development team, DCA has designed the new 3D structural packaging elements of the secondary pack for the OTC launch of Flonase. All new branding and packaging graphics have been created by Brand Union New York.

The global Rx-OTC switch of one of GSK’s upper respiratory products has been launched into a highly competitive OTC category dominated by oral antihistamines, decongestants, and antihistamine/decongestant combinations. Andrew Barraclough, VP Global Design at GSK commented “To achieve success in the OTC marketplace, we have created a differentiated and visually engaging package that provides impact at shelf. This has been achieved through the structural pack and branding working synergistically together as one”.

The changes in packaging are aimed at winning in retail and being the first choice of consumers. The pack has an advanced ‘wave shaped’ clamshell, a unique developed with pending patent. This stands out against other OTC category brands which are typically packaged in conventional carton boxes, allowing the primary pack to be visible at shelf, whilst providing reassurance about the security of the packs contents.

The U.S. launch results were overwhelming. As of March 2015, Flonase had achieved 11.3% market share and after its first 16 weeks on shelf, Flonase generated almost $100M in sales, becoming the #1 selling cough/ cold/allergy/sinus liquid brand in the US.

DCA is proud that the secondary packaging, with its innovative clamshell waveform design, for the Flonase OTC launch received the 2015 AmeriStar Award in the Drug & Pharmaceutical packaging category, as well as a WorldStar Global Packaging Award and a Society of Plastic Engineers Award.