Bayer Healthcare (Morristown, NJ) has changed the packaging system for Bayer Aspirin and Aleve with a new oval-shaped bottle and user-friendly cap.
Launched into retail stores earlier in 2009, the packaging eliminates the carton, representing Bayer’s first venture into cartonless products for analgesics and a first in the category.
The system features a new cap design with a soft-touch thermoplastic elastomer cover, and a raised logo grip on the bottle sides for helping consumers grip the package.
“From a brand perspective, we wanted the bottles to stand out, especially when compared to store-branded products as well as to our competitors. One great way to do this is to allow consumers to touch the bottles and feel the difference,” says Guido Schmitz, senior associate director, global innovation and new technology, Bayer Consumer Care, Bayer Healthcare, and the leader of the redesign team.
The format is used for Aleve 40-, 100-, and 200-count bottles; Bayer Genuine 325 mg in 100-, 200-, and 300-count bottles; and Bayer Low Dose 81 in 120-, 200-, and 300-count bottles. The Bayer Aspirin bottle features the brand’s historical yellow and brown or red and green colors, while the Aleve bottle features white and blue colors.
The packaging is designed to provide easy-to-use functionality and make the brand stand out at the point of sale. “For Bayer Aspirin, we were inspired to develop a package that was worthy of a wonder drug—one that was different and more user friendly than that of any other medicine bottle. At the same time, this was an opportunity for Aleve to explore new packaging design options as well,” Schmitz says.
“Our main objective [with Aleve] was to create an easy-to-open bottle for Aleve’s core user, the arthritis sufferer,” he adds.
In forgoing the carton, the format minimizes packaging waste. “We don’t need to worry about carton supplies, and we have a more environmentally sustainable product that reduces materials and energy use. In addition, the bottle optimizes shelf space for our retailers,” Schmitz says. Drug Facts and consumer information are printed on a resealable extended content label. “The cartonless format gives us more flexibility for editing the Drug Facts and contact information on the ECL on an as-needed basis,” Schmitz says.
The Bayer team worked for two years developing various concepts with the help of package design firm Berndt & Partners. The Bayer Aspirin and Aleve packaging is based on a new platform system that can be customized for other products. The bottles and closures are sourced from Berry Plastics Corp. and the ECL from CCL Label.