SOMINEX- A GOOD NIGHTS' SLEEP by Design Bridge Limited for Sominex

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SOMINEX- A GOOD NIGHTS' SLEEP

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Industry Health & Pharmaceutical Products
Media Design & Branding
Market United Kingdom
Agency Design Bridge Limited
Creative Director Claire Robertshaw
Designer Hannah Ferguson
Released July 2009

Credits & Description

Category: Toiletries & Pharmaceuticals
Advertiser: ACTAVIS
Product/Service: SOMINEX SLEEP AID
Agency: DESIGN BRIDGE
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: DESIGN BRIDGE, London, UNITED KINGDOM
Entry URL: http://www.actavis.co.uk
Creative Director: Claire Robertshaw (Design Bridge)
Designer: Hannah Ferguson (Design Bridge)
Account Executive: Debbie Barber (Design Bridge)
Media placement: Drugs Packet - Pharmacies - July 2009

Describe the challenges and key objectives
Our inspiration for the project was that crucial aid to a good night’s sleep – a plump, crisp, cotton pillow! We commissioned Hand & Lock (hand embroiders since 1767) to create an original cross stitch sample which was photographed for the final packaging. In store the ‘Pillow Pack’ stands out clearly in the category as a distinctive and comforting aid.

Describe the brief from the client
Redesign Sominex, for Actavis, one of the world’s leading pharmaceutical firms, to help position the brand as a remedy to help ‘detangle a busy mind’ rather than an old-fashioned sleep medication.

Describe how you arrived at the final design
Our inspiration for the project was that crucial aid to a good night’s sleep – a plump, crisp, cotton pillow! We commissioned Hand & Lock (hand embroiders since 1767) to create an original cross stitch sample which was photographed for the final packaging. In store the ‘Pillow Pack’ stands out clearly in the category as a distinctive and comforting aid.

Give some indication of how successful the outcome was in the market
In the year of the new pack design introduction (2009) average monthly sales after the new pack design was introduced were 46% greater than before (NB Herbal was also launched at this point) Consumer Sales out – a major retailer is reporting consumer sales of the total brand to be +94% versus same period year ago (including Herbal).