Anadin Joint Pain will be the first non-prescription tablet that is positioned as specifically targeting joint pain. The analgesic effects last up to eight hours to help sufferers sleep through the night.
The branding has been created by Blue Marlin, which redesigned the entire Anadin range in 2006. The packaging is designed to sit within the brand family, but at the same time highlight the product's unique positioning.
In the 2006 redesign, Blue Marlin introduced the use of supporting colours to differentiate the variants. Anadin Joint Pain uses the traditional yellow of the Anadin brand along with purple, to denote joint pain. The design also includes a silver foil 'ring', which is intended to convey confidence in the brand.
The tablets, which will be available in packs of 16 and 48, will be sold in pharmacies and supermarkets including Asda, Tesco and Sainsbury's from March.
The roll-out of Anadin Joint Pain will be supported by a print, online and consumer PR campaign and by an Anadin brand advertising campaign. Its target market includes women aged between 45 and 55 and heavy analgesics users.
Anadin launched in the UK in 1932 and became the country's proprietary analgesic brand-leader 30 years later. In 2006, 26.7m packs of Anadin were sold, with a total sales value of £47.8m, according to IRI.
Arthritis and joint pain affects about 13m people in the UK, according to a survey by the Ark Centre.