PUSH APPAP AND THE PAIN IS GONE
APAP, an absolute leader among painkillers, unfortunately seriously obsolete in terms of packaging appearance...
To modernise the appearance of the leader to defend the brand against new-acting and new-looking specialised competitors, and the most difficult of all: to retain the competences of the safest universal painkiller and follow the positioning of a family doctor/friend. The change was aimed to cover the entire brand structure.
A new, refreshed APAP, bearing no historical encumbrances related to appearance. An app-like painkiller (app for an iPad or smartphone): just click and activate it. A contemporary, clear packaging preserving the most important things from the “old” APAP and using the contemporary language of communication.