Most Innovative New OTC Product

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Winners. 6 March 2014 OTC bulletin Winners Supplement. S21. Most Innovative. New OTC Product. An easy-to-use and complet
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Winners

Most Innovative New OTC Product An easy-to-use and complete solution for a difficult-to-treat problem, Bayer’s Canespro Fungal Nail narrowly sees off competition from Scholl Express Pedi and takes the Award for Most Innovative New OTC Product.

Runner-up: Scholl Express Pedi

Award Winner: Canespro Fungal Nail Treatment Set

What our judges said about the leading entries:



Canespro Fungal Nail offers the user a novel way of attacking a difficult-to-treat problem while leveraging the well-established and trusted Canesten brand.





A clever and well-made piece of technology, Scholl Express Pedi simplifies the process of dealing with tough, hard skin.

Highly-commended: ActiPatch Smart Insole



“ BioElectronics’ Smart Insole rides the wave of ‘wearable tech’ that looks likely to crash into the consumer healthcare market. It offers an innovative way to deal with an unglamorous and difficult-to-treat problem. ” “ Boots Pharmaceuticals’ Knee Arthritis Orthotic brings the benefits of orthotics to a wider market without losing any of the efficacy that is crucial when dealing with arthritis. ” Judges’ scores (from a maximum of 60 points)

Rank

Innovative Product

Company

1

Canespro Fungal Nail Treatment Set

Bayer

35

2

Scholl Express Pedi

Reckitt Benckiser

33

3

ActiPatch Smart Insole

BioElectronics

32

4

Knee Arthritis Orthotic

Boots Pharmaceuticals

30

Highlycommended: Knee Arthritis Orthotic

Award sponsored by

Other Nominations: Needle Bay, Diabetes Care Technology; NiQuitin Pre-Quit Patch, GlaxoSmithKline; Voltarol 12 Hour Emulgel, Novartis This Award was judged by six members of the Expert Judging Panel

6 March 2014 OTC bulletin Winners Supplement

S21

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Winners

Best New OTC Packaging Design Striking gold metallic livery helped Thornton & Ross’ Hedrin Protect & Go regular-use head-lice conditioning spray to pip the competition from ActiPatch, Sudocrem and Tixylix for the Best New OTC Packaging Design Award. What our judges said about the leading entries:

“ Hedrin Protect & Go’s bold packaging delivers an excellent and easilyidentifiable product extension, as well as keeping it within the range of treatment products, so as to avoid purchase confusion.

Runner-up: ActiPatch





Hedrin Protect & Go features an imaginative use of graphics and colour to differentiate this product from the rest of the range.





The new ActiPatch brand provides a striking and distinctive design to help differentiate this new Award Winner: Hedrin Protect & Go and alternative product in a sector that is already dominated by other leading brands.





Sudocrem Care & Protect benefits from an intelligent use of rebranding and graphics to support a new product.The clean lines reflect the efficacy of the product.



Highly-commended: Sudocrem Care & Protect

Award sponsored by

Highly-commended: Tixylix



The packaging revamp for Tixylix has modernised the brand through an effective blend of photos and illustrations.



Rank

Brand

Company

Agencies

Judges’ scores (from a maximum of 60 points)

1

Hedrin Protect & Go

Thornton & Ross

Bray Leino

47

2

ActiPatch

BioElectronics

In-house

46

3

Sudocrem Care & Protect

Forest Laboratories

Touch of Mojo

44

4

Tixylix

Novartis

Bob’s Your Uncle, Design Bridge, Itarus

39

Other Nominations: Balance Activ, BBI Healthcare (Agency – Big Communications); Durex Embrace, Reckitt Benckiser (Agency – Brand Union); Nicorette Icy White Gum, Johnson & Johnson (Agency – In-house) This Award was judged by six members of the Expert Judging Panel

S30

OTC bulletin Winners Supplement 6 March 2014