Delivering new news to pharmacy pain fixture

Branding and communication for the launch of SolpaOne

For the first time in several years, a new p-line pain medicine will be hitting pharmacy in 2024.  Providing effective relief for everyday pain through a single, high-dose 1mg soluble paracetamol.

SolpaOne, from the makers of Solpadeine, is a genuine moment of innovation in a category which has seen little or no real change for many years.

Opportunity

Solpadeine is a well established brand with strong associations and benefits, but it needed to extend its equity beyond its heritage as a codeine-based pain solution.

SolpaOne is a first to market, single, max dose paracetamol offering effective pain relief in a convenient format and with an active ingredient with a strong safety profile.

Whilst needing to garner interest and recommendation in Pharmacy, the challenge for the branding and communications strategy was to position the new product as part of the reputable Solpadeine family while ensuring it stands out distinctly to gain regulatory approval and prevent any confusion among pharmacists or consumers.

Strategic approach

In collaboration with the Perrigo UK Marketing team, we delived a brand world, HCP communications and packaging design that effectively communicates the brand’s core claim that SolpaOne offers maximum strength paracetamol in a more convenient, single-tablet format whilst also emphasing its “gentle on the stomach” and “low in sodium” properties.

The branding approach required a thorough analysis of visual equity and category language to determine the most suitable brand name and colour, ensuring clear distinction from the Solpa range.

It was also crucial to future-proof the branding solution, establishing a ‘Solpa’ range architecture that facilitates easy navigation for consumers and pharmacists, and accommodates new product developments (NPDs).

Creative solution

Our branding solution culminated in a clear, bold and confident new product presentation befitting of the no.1 trusted pharmacy brand Solpadeine.

The SolpaONE name embodies the one tablet solution and one gram dosage whilst the blue colour pallet reflects category colour cues for Paracetamol and to appease Regulatory guidance on the Solpadeine red (association to codeine range) and strength of claims on the front of pack.

It was also important to leverage the lightning bolt equity as a key asset for the 360 degree activation across all touchpoints.

A full suite complementary communication for the trade, HCP and consumer activation was delivered alongside the packaging design and included: TVC storyboard, Pharmacy detailing and training (fully tested in field), digital activation and POS.

This project highlights how ALL Creative work collaboratively with our clients to ensure joined-up brands and communications to leverage equity, optimise awareness and drive preference.

ALL Creative services provided: Brand strategy, brand architecture, claims development, regulatory support, naming, brand worlds, packaging design, key visuals, pharmacy training materials, point-of-sale, e-commerce assets, web banners and TVC script and storyboarding.