Brand and Product Strategy for Theraflex from Bayer

Theraflex is one of Bayer’s leading products for joint pain in Russia. It is usually used to assist the joints affected by wear and tear during regeneration. While so far only two products have been established on the market – one for moderate joint complaints and one for advanced complaints, including painkillers – the potential for a wide range of different products to support joint problems slumbers in Bayer’s development pipeline: from the prophylactic supplement to the analgesic cream to the stabilizing and possibly cooling bandage.

Together with Bayer and its glba partner agency in Russia, B+P Creality developed a brand and product positioning as well as a brand architecture and thus built a solid brand umbrella under which all products of the Theraflex brand will be clearly arranged and communicated to consumers. Particularly striking about the new Brand + Packaging Design is the T-shaped surface in the assortment-specific colour, which on the one hand strongly favours POS performance and on the other hand brings with it a great deal of clarity along the arrangement of product information.

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