Vicks

A trusted global remedy

For sneezers and cold sufferers, Vicks is a well-known, trusted brand of respiratory remedies. In 2006, P&G brought Landor a simple brief: to redesign packaging. But we saw the chance to make a bigger impact.

Vicks products have global distribution, yet internally, P&G managed the brand regionally. This resulted in varying product offerings, different identities, positionings, and package designs. Nearly 100 years old, sold in over 50 countries, and with more than 20 subbrands in its portfolio, Vicks experienced extensive fragmentation.

Global fragmentation

The relationship of the brand name "Vicks" to its subbrands differed by product. For example, Vicks is a part of the product name on Vicks VapoRub, while it plays a small endorsing role on NyQuil. Numerous graphic interpretations of the brandmark were developed by regional brand teams acting independently. Landor wanted to unify Vicks globally, but we had to figure out the best way. We decided to ask the Vicks consumers by conducting research worldwide. We visited six countries-the United States, Brazil, Mexico, India, Australia, and Germany-going to customers' homes and conducting group studies.

And though we quickly learned that there was no lack of trust in Vicks to alleviate cold symptoms, peoples' emotional perceptions of the brand were as varied as the packaging. In Western Europe, Vicks was a tough, aggressive, and hard-hitting medicine that helped keep you active even when you weren't feeling well. In Latin America, Vicks was a comforting source of sensorial healing experiences. During consumer research, Landor sought to dig deep into the consumer's mindset and unveil the consistent attributes the brand owned.

Global consistencies

No matter the country, the hero was VapoRub. All other product offerings seemed to halo from there. Around the world, Landor discovered the name Vicks was associated with heritage and trust, reliable performance and relief, and most of all: free breathing. Consumers knew Vicks by its signature triangle shape, and associated the brand primarily with the colors of the hero jar: blue and green.

Landor's remedy

We redesigned the core brandmark using the equities we had identified as consistently recognized around the world. The original P&G brief of package redesign was complete and beginning to be rolled out to the regional offices.

Knowing that a global design system is only effective if executed according to plan, Landor built the Global Packaging Matrix (GPM), a digital tool that posts packaging guidelines, artwork, designs, and fonts for easy online access for comparison across regions. The GPM's open share, centralized information, and simple monitoring enabled Vicks to verify regional offices' compliance with the new design system. Local brand managers could also see how other regions were portraying Vicks products. This resulted in global camaraderie and connected the people, plus streamlined even the most finite details.

Successful rollout

The design rollout was a success. Launched on shelf in 2007, the Vicks global brand identity and package design system were the first to represent the brand consistently around the world. The universal visual and emotional assets of the brand were incorporated in an approachable, updated style. Quantitative research showed that consumers accepted the new Vicks packaging as their familiar favorite, and now it was believed to be a comforting, caring, and progressive medicine. Vicks was first and foremost on all products.

Taking it further

With Landor consulting, Vicks continues to further define consumer segmentation, architect current product portfolios, and set the right aspirations for future innovations.

What started with a small regional brief for a global cold remedy continues to grow into something much bigger. The Vicks goal of reaching sales volumes comparable to sister brands like Tide, Downy, and Febreze doesn't seem so far off.