Introduce a probiotic supplement within the Phillips' brand.


Although Colon Health is within the Phillips' brand portfolio, it is positioned as a sub-brand, and not integrated visually into the brand family umbrella, because the consumer immediately links the Phillips' name, blue color and bottle with milk of magnesia.
The packaging supports the concept of colon health while the color makes an impact at shelf. The contemporary design solution appeals to the primary target (women), with an image that indicates the area of product efficacy and action.