Shikatani Lacroix

Background
EMD Serono Canada provides innovative drug therapies that address unmet medical needs in the areas of neurodegenerative diseases, fertility and endocrinology. EMD Serono Canada Inc. is an affiliate of Merck Serono, Geneva, Switzerland. Merck Serono is the division for innovative prescription pharmaceuticals of Merck KGaA, a global pharmaceutical and chemical group based in Darmstadt, Germany. In Canada, Merck Serono operates as EMD Serono. The company identified an opportunity to leverage its success of the Multibionta brand in Europe for the North American market. SL was retained to develop a new package design for the Canadian market.

Challenges
Multibionta was developed to meet the needs of today’s demanding and hectic lifestyle and the new package design needed to reinforce the greater benefits than traditional multivitamins. Multibionta is a combination of probiotics, vitamins and minerals, not only helps balance and normalize digestion while strengthens immune system. The new packaging need to also reinforce a unique 3-layer caplet that is smaller than most multivitamins and easier to swallow while leveraging its #1 multivitamin in U.K. and France position.

Solution
SL developed a new packaging brand architecture that provided focus on the products three unique benefits while creating an overall design that simplified the communication while ensuring strong shelf impact. The new package design leveraged a fifth panel that clearly communicated the product features while an illustration reinforced the unique multilayer tablet design.

Results
The new program has received strong support form the trade and is currently being rolled-out across Canada. For more information, please go to www.emdserono.ca.