Branding: Anadin to introduce Joint Pain tablet line

Anadin, the pain relief brand owned by Wyeth Consumer Healthcare, is expanding with the launch of a product for joint pain and stiffness that will be backed by an £8m brand push.

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.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA