To gain ground against category leader Dramamine, Bonine focused on a top attributes reported by consumers for motion sickness relief – convenience and portability. Group 4 built design hypotheses and engaged consumers qualitatively to understand issues at a personal level, leading to a range of targeted container and graphic design directions.
The new form factor – and supporting graphics – communicate Bonine’s benefits and portability clearly as an easy to pack and use when (or before) motion sickness occurs. Bonine can be found in most major drug and mass market retailers such as CVS, WalMart, Target and Rite-Aid.
