Instant brew cold-and-flu medicine? That’s GlaxoSmithKline's new
distribution idea for Theraflu with single-use plastic pods that fit into
Keurig and similar coffee makers. Theraflu PowerPods are hitting shelves now,
supported by a new advertising and marketing campaign that highlights the
convenient—and hipster-ish—take on the popular coffee pods.
GSK Theraflu senior brand manager Latisha Tillie said the team was brainstorming
ways to improve and change cold-and-flu treatment for people in the throes of
illness when someone threw out the idea. Why not put the powdered medicine
in a pod? After all, about 40% of households own the convenient single-serve
coffee machine, she noted.
Biopharma is a fast-growing world where big ideas come along daily. Our
subscribers rely on FiercePharma as their must-read source for the latest news,
analysis and data on drugs and the companies that make them. Sign up today to
get pharma news and updates delivered to your inbox and read on the go.