BUCKLEY'S JACK & JILL Re-brand

Brand Strategy • Art Direction • Packaging • Social

In 2021, Buckley’s was preparing to add new honey-flavored cough and cold SKU to its children’s Jack & Jill cold, cough line. Visually, the sub-brand was dated and sterile. The line lacked a sense of playfulness and the visualization of Jack and Jill was antiquated and predictable. A complete Jack & Jill sub-brand refresh and line extension were needed.

An analysis of the children’s cough-and-cold category revealed how other brands expressed their adolescent lines in the marketplace. A range of refresh options explored ways to modernize the brand,  visualize flavor, and realize the differences between a day and nighttime formulation. By turning Jack & Jill into bears, the brand was updated, while still remaining child friendly and benefit driven.

Soon after, Jack & Jill, Multi-Symptom Cold & Cough in daytime and nighttime formulas were added to the line. A new creative exploration focused on extending Jack & Jill to additional flavors and formulations and communicating the brand beyond the traditional out-of-home and digital spaces.