I thought these “Help®” medicines at Target were really interesting. Instead of having the name of the drug on the front of the package, they have the symptom. Probably a lot less confusing for some people. Also, I read on their site that they are trying to simplify – each medicine only has one active ingredient and has no dyes or decorative coatings. Not only that, but their packaging is made from recycled products and 5% of their profits go to organizations that help make sure US kids have access to healthcare. Seem like good philosophies to me.