The UK’s No.1 allergy care brand[1], Piri, has redesigned the packaging of its product range (Piriteze, Pirinase, Piriton and PiriNatural). The move follows the launch of Piri’s new creative platform, ‘More colour-filled futures together’ in 2022, which aims to provide positive benefit differentiation and remind allergy sufferers that they can live their lives to the full during the summer months with the help of the Piri range.
Monica Michalopoulou, Marketing Director, Haleon, said: “As we enter the 2023 hay fever season from March, people will be looking for relief from their symptoms so that they can enjoy the outdoors with family and friends. The packaging re-design for our range helps to deliver clearer on-pack education on the key benefits of our sub-brands, helping consumers to choose the right product for themselves and their family.
Following the launch of our new creative platform in 2022, we wanted to make our packaging more recognisable on shelf and aligned with our revamped creative. We hope this will help us to deliver against our mission in enabling allergy sufferers to enjoy summer.”
The Piri brand has a 28.7% value share of the allergy category[2], highlighting its pole position amongst those looking for effective allergy relief. The Piri portfolio includes: Piriton Children’s Allergy Syrup and Piriton Allergy Tablets (chlorphenamine maleate), which offer relief from symptoms of hay fever and other allergies for the family*; Pirinase Allergy 0.05% Nasal Spray and Pirinase Hayfever Once Daily 0.05% Nasal Spray (fluticasone propionate) which are non-drowsy; Piriteze Children’s Hayfever & Allergy Syrup and Piriteze Hayfever & Allergy Film Coated Tablets (cetirizine hydrochloride), and PiriNatural Breathe Clean Daily Nasal Wash, a medical device and saline wash that gently cleanses the nasal cavities when the nose is blocked due to exposure to allergens. As the prevalence of hay fever continues to grow due to environmental factors like climate change[3], Piri wants to drive proactivity amongst allergy sufferers – including those who experience year-round allergies – and champion its leading range ahead of the season. As well as the new packaging and comms, the Piri website now offers helpful tools – giving hay fever sufferers the ability to view the pollen forecast in their local area and helping allergy sufferers find the right Piri product for their own or their family’s needs.
The new packaging for the Piri product range will be available across grocery and pharmacy channels and will roll out from Q1 2023.
*Piriton Allergy Tablets from 6 years. Piriton Children’s Allergy Syrup from 1 year.
[1] Nielsen Scantrack Data Total Coverage GB, Value Sales. WE 31.12.22
[2] Nielsen IQ, Brand Summary, Total coverage, MS YTD WE 03.12.22
[3] https://www.theguardian.com/science/audio/2021/jul/01/is-hay-fever-on-the-rise-podcast Last accessed 23.11.22
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