Alertness aid Vivarin has unveiled a new brand image and new packaging to create an "extreme shelf presence" aimed at young men.

Vivarin, Meda Consumer Healthcare, alertness aid, caffeine alertness aid, new brand image, new packaging, Little Big Brands, Kimberly Brown, John Nunziato

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Vivarin brand sports new look

January 29th, 2014

WHITE PLAINS, N.Y. – Alertness aid Vivarin has unveiled a new brand image and new packaging to create an "extreme shelf presence" aimed at young men.

Brand design firm Little Big Brands said Wednesday that it worked with Meda Consumer Healthcare Inc. on the redesign, intended to better convey the caffeine alertness aid product's benefits and make it stand out on the shelf to the target consumers.

"We knew we were missing an opportunity with the Vivarin packaging but didn't realize the true potential for the brand until we saw the new design," according to Kimberly Brown, associate brand manager for Meda Consumer Healthcare. "The redesign will improve shelf impact exponentially and really help strengthen brand equities as well."

Vivarin's new packaging features a black-and-yellow color palette with silver foil lettering, which Little Big Brands said imparts "the right balance of strength and masculinity while remaining trustworthy and efficacious."

"One of the things we felt strongly about was the need to tap into adjacent categories like energy drinks," explained John Nunziato, creative director for Little Big Brands. "This is a product those consumers should be buying, but it needed to look the part of their consideration set."

The new brand image, too, aims to better communicate Vivarin's qualities. Little Big Brands noted that unlike some other alertness aid brands, Vivarin has no "mystery ingredients" or fillers; its only active ingredient is caffeine. The redesign highlights that information on three separate panels.

Another key benefit is Vivarin's tablet form. So the tablet was incorporated into the logo itself, dotting the 'i' in Vivarin on the packaging. Also, the Vivarin brandmark was placed prominently on the top panel to avoid any bottom-shelf challenges.

"The old Vivarin was caught in in-between land and really didn't have a strong point of view or appeal to any one demographic. The redesign is gutsy and just plain sexy on shelf," added Nunziato.

Vivarin comes in 16- and 40-tablet packs and is sold nationwide at such major retailers as Walmart, Walgreens and CVS/pharmacy, as well as through convenience stores and online retailers such as and