Case Biorion

Distinguishable packaging boosts Biorion sales

 

Distinguishable packaging boosts Biorion salesIn early 2015, Orion Pharma launched a new hair strengthening supplement called Biorion sold exclusively in pharmacies. The new product entered a tough market, with shelf space already occupied by some well-known players.

– This product segment has become very popular in pharmacies, especially among women seeking for help with thinning hair or hair loss, due to, for example, stress, says product manager Leena Paattakainen from Orion Pharma.

It was clear that distinguishable packaging would be one of the most important factors in helping customers find Biorion.

– In order to build a positive brand for a new product right from the start, the package needs to stand out with its quality, shape and colors. Stylish packaging sells the product in the same way as a TV spot or other advertisement, Leena Paattakainen continues.

Material makes a difference

Metsä Board’s Carta Elega board was chosen as the material for the Biorion package.

– Carta Elega is a combination of good paperboard converting properties and a visually white, clean look, says Production Manager Seppo Salminen from Jaakkoo-Taara Oy, the company producing the packages.

Metsä Board’s Carta Elega matched the needs of the designers, who had a clear vision of the look and feel of the Biorion packaging.

– We want people to think about trust and high quality when they see Biorion at the pharmacy, states art director Mirva Laaksonen together with CEO, copywriter Kati Nyberg from Perjantai marketing agency.

The first sales results certainly seem to show that the chosen direction has been the right one.

​Key facts
​Brand owner:​Orion Pharma
​Brand:​Briorin
​Converter:​Jaakkoo-Taara
​Board supplier:​Metsä Board
​Board grade:​Carta Elega

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