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Multibionta Product Launch

Saturday, October 10, 2009 General News J E 4
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TORONTO, Oct. 9 /PRNewswire/ -



Background



EMD Serono Canada, an affiliate of Merck Serono, Geneva, Switzerland, has launched a new probiotic multivitamin - Multibionta, a first of its kind for the Canadian market. Multibionta is a combination of probiotics, vitamins and minerals, and was developed to meet the needs of today's demanding and hectic lifestyle, providing more benefits than traditional multivitamins.



Challenges



When EMD Serono identified an opportunity to leverage its success of the Multibionta brand, Shikatani Lacroix was retained to develop a new package design for the Canadian market. The new package design needed to reinforce the greater benefits than what traditional multivitamins offer. Shikatani Lacroix also needed to come up with a new packaging that reinforces a unique 3-layer caplet that is smaller than most multivitamins and easier to swallow.



Solution



Shikatani Lacroix developed a new packaging brand architecture that provided focus on the product's unique benefits, while creating an overall design that simplified the communication and ensured 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.



SOURCE Shikatani Lacroix Design Inc.
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