NEXIUM OTC SWITCH
BEST IN CLASS, FIRST TO MARKET
Anthem was asked to create a powerful brand identity and pack design for Nexium’s switch from RX to over-the-counter.
The identity would proudly herald the arrival of the only over-the-counter acid reducer, and deliver on superior efficacy and trust while protecting the brand from private label knock-offs.
After extensive global consumer research, Anthem’s strategic path led to a design that proudly heroes the “purple pill” both as an on-shelf beacon and an anchor for the brand in the global market. Set against an attractive yellow field, the Pill device cuts through the clutter and becomes instantly iconic.