When engaged by the U.S. division of the Swedish pharmaceutical company Meda (later acquired by the U.S. company, Mylan) DaynerHall was tasked with creating effective communications for two very different type of products, each requiring very different approaches. For the company’s prescription drug brands, we helped develop creative packaging content and marketing messages while carefully maintaining compliance with very strict regulatory guidelines. For the company’s over-the-counter line, our mission was to help breathe new life in some old brands. We repositioned Vivarin caffeine tablets not only against bloat-inducing cups of coffee, but also as an alternative to over-priced energy drinks with dubious ingredients. We repositioned sleep aid MidNite, by highlighting the drug-free benefit of an alert, non-groggy morning after. We packaged this narrative into a campaign that combined geo-targeted digital advertising with in-store promotions, which yielded a sales lift of 13%.