Company: KV Pharmaceutical, St. Louis, MO
Company Description: KV Pharmaceutical is a fully integrated specialty pharmaceutical company developing and marketing technology- distinguished branded and generic/non- branded prescription pharmaceuticals. The Company markets its products through ETHEX Corporation, a national leader in pharmaceuticals competing with branded products, and Ther-Rx Corporation, its branded drug subsidiary.
Nomination Category: Advertising/Design Craft & Technique
Nomination Sub Category: Best Package Design in a Suite

Nomination Title: Ther-Rx's Prenatal Vitamin Franchise Package Design

1. The date in 2006 on which these nominated package designs first appeared in the U.S.

February 2006

2. Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words):

Ther-Rx, the branded prescription prenatal vitamin market leader, offers a
versatile line of prenatal vitamins ‘designed with each unique pregnancy in
mind’. The Ther-Rx Prenatal Vitamin Franchise packaging was designed to
feature the “Cut-Out” campaign and the tagline ‘right for each mom and baby’.
The new package design demonstrates consistency across the portfolio while
preserving the distinct differences of each individual product. The “Cut-
Outs” imagery intimately expresses the desire for options in a diverse
society. Warm and affectionate colors highlight the “Cut-Out” icons, and each
package incorporates the tagline and a call-out product feature “bug”. 

3. List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Agency: Abelson-Taylor, Inc. /Chicago
Client: Ther-Rx
Project Managers: Rod Novak
Writer: Maggie Overbey
Designer: Mike Gedraitis
Creative Director: Josh Vizek