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L. Perrigo & Co.: Your Modern-Day Corner Pharmacy
Project type
Copywriting + Brand Development
Collaborators
IDEO team: Joe Graceffa (PL). Kyle Fletcher, Jerry O'Leary, Zach Hobbs, Paolo Lorenzoni, and Josh Sin
Location
IDEO Chicago
Date
2012
Perrigo Co, one of the world’s largest manufacturers of private-label, over-the-counter pharmaceuticals, came to IDEO to develop its first company-owned brand. The brand needed to play in the OTC space, utilize existing Perrigo products and, at least initially, be sold exclusively in the digital marketplace.
Over the course of 12 weeks, our IDEO team developed numerous concepts and finally landed on a final offering: L. Perrigo & Co: Your Modern-Day Corner Pharmacy. Initially designed as a heritage/apothecary brand, the concept was refined to be a modern twist on old-time values after feedback from consumers revealed they wanted something more than “just reviving the old."
The final brand offering consisted of four product families:
+ Maintain: Vitamins & Supplements
+ Repair: Analgesics (Ibuprofen & Aspirin)
+ Enhance: Skin & Dental Care
+ Accessories: Toothbrushes, Travel Items & Containers
My role on the project was Senior Writing Lead. I worked closely with our Communications Lead to develop a brand voice and product copy that felt fresh, modern, and oh-so-human. Just what the doctor — er, pharmacist — ordered!
