Bayer Rapid Relief

Product
Experience
(MOA)

RESTRICTED
The Science of Jumpstart

The COOL Factor: it’s not their parent’s pills

This is a whole Packaging

Mouthfeel
EXPERIENCE Delivery

Flavor
Sensation
Profile

Appearance
The Appearance

• Non-uniform in granule sizes

• Smaller granules to match Pixie
sticks

Science:
• Specific particle size grades of
aspirin and other ingredients
chosen
• Vs a tablet, product is already
broken down – less work for
the body/stomach to get the
drugs where they need to go
The Sensations

• Cooling sensation (but not

overpowering/overwhelming)
• Immediate sensation once product
is placed in the mouth
• Lasting cooling even after
swallowing the product

Science:
• Formula includes a cooling sensate
ingredient to trigger the TRP
receptors in the mouth cavity
The Flavor Profile

➢Raspberry (True to Fruit)

➢Light flavor profile for headache (not
overwhelming/strong)
➢Immediate flavor

Science:
• Formula includes a raspberry flavor
• Flavor profile optimized with citric acid and
sucralose (sweeteners) to mask the off
notes of Aspirin
• Bitterness masker (flavor modulator) and
Neotame (super strong sweetener) included
to mask the bitter notes of caffeine
 The Mouthfeel

➢Quick to wet to swallow

➢Quick to melt feel
➢Not gritty like table sugar

Science:
• Specific particle size distribution
targeted (to match Pixie sticks)
• Smaller particles means faster
wetting/dissolving on the tongue
Step 1 SHAKE

✓ The laser score opening mechanism is

¼ of the way down the pack to give
consumers enough to grab on to open.

✓ The shaking in meant to make sure the

powdered product is below the opening
area to prevent a mess.

1. Hold the stick pack at the top seal area

2. Shake it 2-4 times
Step 2 RIP

1. Hold the stick pack at the top and

bottom seal area with thumb and
index fingers.

2. Press top and bottom areas and tear.

3. Tear-off
Step 3 PINCH

After tearing open the pouch gently.

“Pinch" on two ends to create a 'full’
clean opening (like a straw).

Important for pouring out effectively,

good product flow.
Step 4 POUR

Pourability

✓ Hold the stick pack

✓ Take the stick pack to the mouth.

Show side profile of head

✓ Romance the new form to drive

differentiation!. Powder stream
from the stick pack to the tongue.

✓ Pour powder gently into your tongue

Step 5 PRODUCT ACTIVATES IN YOUR MOUTH

The mouthfeel.

✓ Immediate sensation once product is

placed in the mouth.

✓ Quick to melt feel

✓ Cooling sensation (but not

overpowering/overwhelming)
Step 6 WORKS FAST

Leverage on

✓ Visuals
✓ Sound
✓ Facial expressions

to show fast relief benefit.

Step 7 The RELIEF experience
The pain-relief journey

Leverage on

✓ Visuals
✓ Sound
✓ Facial expressions

to drive relief experience