Cupid’s toolbox and triple gold: how pills went from bland to viral

China’s crowded marketplace has seen many consumer categories innovate to stand out. Surprisingly, pharmaceutical companies - traditionally associated with dull-colored pill packaging - have caught our attention with creative innovations.

Ibuprofen: Is Any Publicity Good Publicity?

Ibuprofen, the pain relief pills that lifted spirits in China during the pandemic, sparked a buzz with its creative marketing stunt challenge. The campaign inspired tens of thousands of participants to mimic the packaging figures with spinning, stretching, and jump-kicks.

A charming viral video where consumers match Ibuprofen packaging

However, if its follow-up packaging design was hoping to have a similar glow, its execs may be disappointed.

The latest ibuprofen packaging has become the subject of ridicule on social media. With its bright-red-Cupid’s-toolbox-explosion aesthetic, it’s not exactly what people are calling on when they’re in pain. The fold-out pill packet, while unique, pushes the boundaries of traditional pharmaceutical design.

Ibuprofen’s bling packaging in China. Source: 阿广

Social media comparisons have ranged from likening the packaging’s "big wings" to a Victoria’s Secret fashion show to calling the hearts a misplaced Valentine’s Day gift. Whether appropriate or not, it has undoubtedly generated significant buzz for an otherwise forgettable category. Some might even argue that this makes it a success.

Gan Kang: Gold Medal-Worthy Packaging

Gan Kang’s approach to packaging, on the other hand, has resonated with consumers on a more positive note. Its simple yet clever gold medal-inspired design has received widespread praise. Social media users have joked that even when suffering from the flu, they feel like “triple gold winners” with this packaging in hand.

Gan Kang’s packaging exemplifies how to connect with consumers effectively. Its designs are bold, colourful, and distinctive, ensuring they stand out in pharmacies while often going viral online. In a sea of bland pill packaging, Gan Kang delivers fun and inspiration, adhering to the philosophy: "Even when you’re sick, you should still live well."

Lessons from Pharma for Other Categories

As our friends in the typically unexciting pharma industry prove, packaging innovation can breathe life into even the most mundane product categories. If pharmaceutical companies can turn something as basic as pills into a conversation starter, there’s no reason other industries can’t do the same.