Grether’s Pastilles
(relaunched in the U.S., Europe, and Asia in 2008)

Material: Tinplate shaped as a pocket pack
Manufacturer: Doetsch Grether Ltd.
Description: Marketed as hard, medicated throat and voice lozenges, Grether’s Pastilles are still produced in Switzerland using carefully selected natural ingredients in accordance with the original British recipe dating back to the 18th Century. In addition to their functional effect, the lozenges also have a distinctive taste and a fruity aroma. A 3.75-oz tin of lozenges, on one Internet site, had a retail price of $8.99 (U.S. dollars).

Designers’ critiques:

The package is a beautiful example of a classic retro feel, as if it came directly from Grandma’s “secret remedies.” The gold tin, specifically, adds an iconic, high-end feel. The subtle rounded-dome top further suggests soothing qualities. These combined elements provide an overall product impression that suggests the product has withstood time and is best described as “classic formal.”

Though the package has a classic and trusted feel, it also implies that the product has a more medicinal flavor. This may be reinforced by the copy, which sounds more remedy-medicinal versus a flavorful, wonderful-tasting experience.

Two potential positions might help strengthen the alignment of product with the packaging:

• Capitalize on the great package and pastille name by communicating the wonderful, soothing, and good-tasting ingredients in the product.
• Go the other route and communicate the effectiveness of the product, reinforcing the “medicinal” position.

Deb Kline, Director, Branding, Packaging, and Merchandising
Group4

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I’m not really sure what the Grether’s Pastilles design story is about. Is this relaunch trying to replicate a Victorian-era package? If so, the overall intent is lost. The package’s finish and organization do not work as a holistic offering; there are too many competing components and mixed graphic messages and styles.

If the primary purpose at shelf is to find the brand and then communicate throat and voice benefits, then mission accomplished. However, the Swiss connection could be better incorporated. Also, using the word “pastilles” already communicates that this is a throat-care product, so having that section of the package read so boldly is redundant.

Dyfed “Fred” Richards, Executive Creative Director, North America
Interbrand

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In a category that is more an impulse buy than a deliberated purchase, the tin and its graphics quickly promote a special product for sophisticated consumers, worthy of a special price.

Grether’s Pastilles leverages the upscale imagery of a metal tin by integrating graphics along the edge of the lid. The new design livens up the “old world” floral backdrop and name with color (coding) while reinforcing the brand’s heritage and equity. I’m surprised the banner highlights the product use, “For Throat and Voice,” and minimizes the ingredients, “with glycerin and fruit juice,” which more effectively differentiates the brand.

Another Grether’s flavor contains “… glycerin and elderflower extract,” an even more exotic component to influence consumer purchase. It is also a missed opportunity to convey Grether’s natural ingredients.

Joan Treistman, Founder
The Treistman Group