The coffee market is actively developing. The instant drink remains the most popular in Russia, however, over the past few years, there has been an increase in consumer interest in grain and ground coffee. This is reflected in the trends of the entire category, including in the instant coffee segment, where the main competition revolves around the most popular type of product – freeze-dried coffee. Large companies are introducing product innovations, such as “ground coffee in instant coffee”.
The pandemic has made major adjustments to business processes around the world, and pharmaceutical companies have a chance to become even more in demand than ever. According to Deloitte, the pharmaceutical market has grown by more than 10% in 2020, which has led to an even more fierce competition for consumer attention.
Valenta Pharm JSC is a Russian innovative pharmaceutical company focused on the development and production of new original medications. For nearly 25 years, Valenta Pharm has been developing, manufacturing and marketing prescription and over-the-counter drugs in several areas at once, including immunology, virology and antibacterial therapy. The company’s portfolio includes brands such as Ingavirin, Grammidin, Trimedat, Nanotropil and Phenazepam, which have been developed and updated by the Mildberry team over the course of many years of cooperation with Valenta Pharm.
Together with Valenta Pharm, we have developed new packaging for two brands that are especially relevant today – Phenazepam® and Nanotropil®Novo. Both drugs affect the nervous system and brain function, providing either a stimulating or calming effect: Nanotropil®Novo is a nootropic drug with psychostimulating properties that improves concentration and memory. Phenazepam® is a sedative-hypnotic, anticonvulsant and central muscle relaxant.
The modern rhythm of life and the information overload call for solutions to reduce stress. The trend for life-work balance is becoming more and more popular: consumer demand has been formed for products made to take care of the physical and emotional well-being. According to Ipsos, almost 46% of respondents worldwide report a decrease in productivity at work, and another 50% report constant stress. At the same time, according to a study by Lancet Psychiatry, the total cost of treating anxiety disorders by 2030 will be $147 bln. This opens up new opportunities for the manufacturing of drugs that either stimulate the brain or calm the nervous system.
The key task in Nanotropil®Novo package development was to reflect the main advantages of the brand – safe improvement of cognitive functions, efficiency, consumer accessibility, taking care of health and improving it. Nanotropil is a stimulant that increases the efficiency of thinking, improves concentration and has a positive effect on memory, which is especially important in the age of information noise.
The main objective of the Phenazepam package overhaul is to update the brand for the consumer, to develop a design that is convenient and attractive, both digitally and physically, while maintaining its recognizable image for the buyer.
Both products in updated packaging can already be found both in pharmacies both off and online throughout the country.
Johnson & Johnson’s Consumer Health Products division is committed to sustainability, with key consumer brands planning to switch to 100% recyclable or biodegradable packaging by 2025, and to use renewable energy for all products. That is how the company is working to improve the quality of life and human health, creating and supplying products, by not only taking into account their safety and efficiency, but also the environmental component.
The Le Petit Marseillais® brand introduced a line of organic shower gels with a 100% natural composition and a 99% biodegradable formula to the international market. There are five gels that make up the line – Olive Leaves, Verbena and Lemon, Sweet Almond, Peach and Nectarine, Wild Blueberry. All of them are certified by Cosmebio® and EcoCert®, confirming that all stages of production meet the quality requirements for environmentally friendly products.
The Mildberry team carried out a local adaptation of the Le Petit Marseillais® organic line packaging for the Russian market. The global design of the brand line was complemented by a cardboard holder that conveys the benefits of the product.
Today, Johnson & Johnson products are sold in 175 countries: the company owns sanitary, medical and pharmaceutical brands, one of which is the Hexoral® line of broad-spectrum antimicrobial and antiseptic medicine.
The Hexoral® brand team and Mildberry agency carried out a comprehensive update of the entire product line. Today, the brand’s portfolio includes four sore throat products, available in two formats: aerosol and lozenges of various effects.
Hexoral® is an over-the-counter medicine, so it is especially important for the brand that its packaging makes it stand out on the chemist’s shop shelf and in online pharmacy catalogs, and also provides enough information about the medicine’s purpose, characteristics and method of use.
According to Deloitte, in H1 2020 alone, the internet medicine ad market in Russia grew by 43%, which increases the need for a visual solution that will work better than the competitors in the digital space. The main task of the updated design is to convey the effectiveness of the medicine and to relay the main benefits to the buyer as accurately as possible, since the consumer chooses an over-the-counter remedy on his or her own.
In the coming months, the new design of the Hexoral® drug line will be available in pharmacies throughout the country.
Slovo Myasnika (“The Butcher’s Word”) is the key meat brand of the Rusagro group of companies, one of the leaders of the Russian agro-industrial complex. The brand offers chilled pork and semi-finished meat products, which are produced according to high world standards.
Shunkhlai is a multi-industrial holding in Mongolia, with its core business in import, transportation and sales of petrochemical products. Shunkhlai Group also consolidates a large amount of companies from various economic sectors: Skytel LLC telecom company, Media Group LLC, APU JSC alcohol and beverages manufacturer, SDEVELOPMENT LLC developer company, CAPITAL GROUP LLC financial group and others.