The category was fairly stagnant and the brand had been under pressure from non-drowsy formulations. In a Monograph environment, claims are set by the FDA, which makes it difficult to differentiate on that basis. We were tasked with trying to uncover new means of growing the business within a flat marketing spend.
New Packaging Drives Usage
Only about half of consumers who experience motion sickness actually treat the symptoms or take a product prophylactically.
We delved into existing research studies and uncovered a previously unrecognized gem: the #1 reason people did not take a product to prevent motion sickness or to treat it at the onset of symptoms was they did not have it on hand.
We repackaged Dramamine into small, travel size tubes. By removing it from blister packs and large cardboard boxes, we were able to facilitate consumers keeping it on hand. Radio advertising for the brand also touted the change and encouraged people to keep a pack in their purse and glove box, so they would always be ready.
Listen to the Dramamine Radio Spots
Rebranding Removes Confusion
The Dramamine brand had been line extended with Chewables and Dramamine II (to better compete with Bonine). However, consumers and retailers were confused about the differences between the products and when they should be used or even why they should stock all three.
Tracking research showed consumers wanted to know which product was most appropriate for their situation and were seeking a simple solution that was easy to understand.
All of the products were brought back under the Dramamine brand name and positioned by formula type: Original, Less Drowsy, and Children’s Chewable. An orange band was added to the front of the packaging to help further explain the differences between the products (e.g. Fast Acting vs. 24-Hour Relief, etc.) These changes helped consumers understand which product was best for them and provided additional rationale for stores to carry all formulas.