tdg The Design Group, the brand communications and packaging design consultancy, has created a new packaging design for Electrolade on behalf of brand owner Actavis. The new packaging design has been nominated in the Best New OTC Packaging Design category at the 2011 OTC Marketing Awards.

Electrolade is an over-the-counter rehydration remedy designed to replace electrolyte and fluid loss in children and adults arising from the dehydration associated with acute diarrhoea.

The new pack features a droplet design to reflect the product’s rehydrating properties as well as the wide variety of flavours available.

“The droplet design captures the essence of the brand’s product benefit. It also delivers a striking visual presence on shelf in what is a very busy retail environment,” said Creative Director Grant Marshall. “In testing over 90% of consumers rated the new look as very appealing and preferred it to the previous packaging.”

The new packaging is currently reaching shelves in major pharmacies. Electrolade is available in six and 20-sachet packs in a variety of flavours.

The OTC Marketing Awards takes place on March, 10.