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New UrgentRx packaging targets 'on the go' OTC consumer




UrgentRx redesigned packs group



Denver-based startup UrgentRx—which provides over-the-counter medications in an innovative, fast-acting, flavored powder format—is preparing for its most ambitious quarter yet.


Since the company formed in late 2010 and launched with three stock-keeping units (SKUs) in 2011 (Aspirin to Go, Headache Relief to Go and Ache & Pain Relief to Go), the goal has been to reach on-the-go consumers by providing relief when and where people need it. UrgentRx Fast Powders come in a convenient, single-dose, credit card-sized packets and don't require liquid for use, which makes them the perfect "on-the-go" solution.

Within the last year, UrgentRx has expanded its product line (Upset Stomach Relief to Go, Heartburn Relief to Go), as well as its distribution to 1,800 retail outlets.

Having closed its Series B round of financing, UrgentRx plans to launch nationwide through major retail outlets in the fourth quarter of 2012. The company's plans include introducing new packaging graphics, as well as introducing a sixth SKU, Allergy Attack Relief to Go.

The new packaging reflects the brand's vitality, as well as the speed and efficacy of its products. Key findings from quantitative and qualitative research were used as the basis for the brand's new personality and packaging graphics.

The packaging:

•Promotes simplicity with a clean modern look and clear messaging to attract the "on-the-go" OTC consumer;
•Focuses on symptoms first, which reflects how today's consumers shop the OTC aisle;
•Highlights the brand's clear point of difference—of fast and convenient relief—in addition to the powder format and flavors.

Source: UrgentRx


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