Geritol® Gets a Spring in Its Step

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Packaging Makeover, courtesy of Little Big Brands, has the 60-Year-Old Brand Feeling Fresh & Revitalized.

A legacy brand of nutritional supplements, Geritol, has just unveiled its new look targeting a younger demographic and strengthening shelf impact and shopability. Meda Consumer Healthcare Inc. once again tapped branding partner Little Big Brands to lead the redesign.

“The Geritol brand may be 60, but with the new packaging, we don’t look a day over 40,” said Cigdem Topalli, brand manager, Dietary Supplements, Meda Consumer Healthcare. “Not only is the package beautiful, but it’s also easier for people to shop and quickly delivers the benefits and point of difference. We couldn’t be more pleased.”

While the reputation of Geritol Multivitamin may be grounded in appeal to an older audience, the reality is that it’s the balanced choice for women and men of all ages, at or close to 100 percent of the Recommended Daily Value of 12 essential vitamins and minerals. It supports your energy, immune system and bone health in just the right amounts, without mega-dosing.

The work began by assessing equities. The one dimensional red brand color was realized as a vibrant palette grounded in rich red but stretching from orange to purple, bringing life to an often lower shelf brand. The updated logo is lighter, easier to read, and has breathing room. Gold ink transformed to a silver foil stamp which surrounds the logo in a much more fluid shape, with foil also highlighting key communication lower on pack.

Dynamic iconography strengthens the Geritol Multivitamin positioning, with additional symbols created for back of pack to highlight energy, immune system and bone health support. In terms of communication, a more intuitive naming system was developed and front panel communication dramatically cleaned up.

“Geritol is a phenomenal product that consumers were starting to ignore because it just looked really dusty,” said John Nunziato, creative director, Little Big Brands. “We worked hard to move the brand forward in a way that would increase loyalty with current consumers while becoming relevant to an entirely new audience.”

Geritol Multivitamin and Geritol Liquid are available in large and small pack sizes, and sold nationwide at major retailers and drugstores, including Walgreens, Walmart and Meijer.

Little Big Brands (LBB) specializes in strategic brand design – including brand strategy, consumer research, innovation, structural design, graphic design, and print production. LBB is also a leader in sustainable packaging, For women and men of all ages, Geritol Multivitamin is the nutritional supplement trusted over time to provide the 'right balance' of essential vitamins and minerals,

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Pamela Long
Little Big Brands
(914) 437 8686 Ext: 305
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