Allegra hits shelves with new status, new packaging

PMPN, a Packaging Digest sister magazine, reports on the Allegra launch into the over-the-counter market. To build on the brand equity that the drug built as a prescription product, Sanofi-aventis took cues from the prescription product's branding with an update that speaks more directly to consumers. 

In March, consumers began purchasing the Allegra family of allergy medication products over the counter. FDA granted sanofi-aventis U.S. and its U.S. Consumer Healthcare Division, Chattem Inc., OTC approval for Allegra in late January.
PMPN Magazine group editor Daphne Allen writes that Blair Ramey, vp of marketing at Chattem, speaking of Allegra, faced a complicated launch given the variety of packaging formats and SKUs in addition to an expedited timeline. 

The OTC packaging comprises blisters, bottles, and cartons, with 12 different sizes existing across the line. Some of the formats are channel-specific, such as 90-count cartons (the largest package) for club stores and the five-count blister for trial and travel (the smallest package). 

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