New product introduced by Thornton & Ross that acts as a combination of ibuprofen and Paracetamol. Comigesic fulfills the missing step within the NHS guidelines for patient prescriptions. Concepts showed benefits of Combigesic in comparison to ibuprofen or Paracetamol solely– enhanced efficacy, lower safety risk, simpler dose regime, dual action – by means of design and packaging. Creative solution centered around dual power and fast action, using a visually attractive design that stands out from competitors on shelves. Basis for branding and campaign strategy highlighted the attributes and dual action of the product in a way that would affect pharmacists so that they would recommend Combigesic.