The New Viagra Packaging Serves to Reinvent the Iconic Brand

By: Katherine Pendrill - Dec 11, 2015
References: pearlfisher & thedieline
Design firm Pearlfisher recently took on the task of updating the original Viagra packaging. Although Viagra has always been targeted towards older men, Pfizer recently came to the realization that it is image-conscious young men who are actually the brand's true audience. In order to make the product more attractive to a younger demographic, the company decided to reinvent the brand and its packaging.

The new Viagra packaging is designed to convey the confidence of an aspirational and performance-conscious young man. Part of this involves creating a package that would allow for immediacy and quick consumption. The designers achieved this feat through the use of a perforated opening at the bottom of the box. The packaging itself draws inspiration from the brand's iconic blue color and the familiar triangle shape of the Viagra pill. The new design ultimately offers a fresh take on these features with lifestyle-led graphics.

The rebranding of Viagra demonstrates how pharmaceutical products can be updated to appeal to contemporary consumers.