The World Packaging Organisation has announced winners of the WorldStar Awards 2016. DCA in partnership with the GSK Global Design Management Team has won two. One for the recently launched Sensodyne mouthwash bottle and one for the new secondary packaging for the Flonase OTC launch.
The new structural packaging design for Sensodyne mouthwash improves impact at shelf through its distinctive bottle shape that conveys the brand values of expertise, understated confidence and trust. A new co-moulded cap allows easier and more accurate dosing through its new ‘easy to see’ measure feature. By taking an inclusive approach to its design, the cap is easier to use for everyone, whilst incorporating child resistance in its simple but elegant design. The new 2D visual expression for Sensodyne, created by Interbrand, leverages the freshness of the mouthwash and dials up the long lasting and soothing protective effect against sensitivity.
The new design for secondary packaging for the OTC launch of Flonase is aimed at winning in retail and being the first choice of consumers. The pack has an advanced ‘wave shaped’ clamshell, a unique design developed with pending patent. It utilises 40% recycled material and the new sealing technology is replicated on existing lines with 75% less labour and 40% higher efficiency. The launch has been a great success gaining 23.8% market share in just 16 weeks and is now the category leader. DCA was responsible for the 3D structural design with all new branding and packaging being created by Brand Union New York.
Andrew Barraclough VP of Global design at GSK Consumer healthcare said “We are delighted that two of our products have won this prestigious award. Our approach to working collaboratively with our global design partners has succeeded again. This has been achieved through great synergy between 3D structural packaging design and branding working together as one”.
