Brand Packaging articles from April 2003

Brand Packaging archives from April 2003

Raise your brand's perceived value.
April 1, 2003... Consumers are looking for extra value--the most bang for their buck--during these tight economic times. How can you raise the perceived value of your brand in the minds of consumers? One way is to add a premium to your packaging. Special...

Packaging's role in retail strategy: retailers want simple communication. Consumers say, 'dazzle me.' But few marketers treat the store as a marketing medium.
April 1, 2003... A prevailing view among a growing core of brand identity experts is that perhaps 10 retailers account for half of your brand's business. Yet, new research shows that most brand marketers don't have a retail marketing strategy. The research...

Predicting shelf life of packaged foods. (Emerging Technology).
April 1, 2003... Food product quality is rarely identical from the lab bench or production line through to the target consumers. Only a few products survive the distribution process to maintain original quality. "Shelf life" refers to the time period of...

Young pup finds the sweet spot: research uncovers a gap in pet treats. Chomp creates a niche--pet 'candy'--and the upstart marketer increases sales 253%.(Comp Inc.)(Company Profile)
April 1, 2003... Chomp Inc. is striving to build a pet-treat empire by doggedly adhering to these classic marketing principles: Find the gaps in a strong category, leverage what "the best" in the category do well and then create your own niche. Barely...

Translucent 'cabinet' dispenses: pre-moistened bathroom tissue. (Outside The Box).
April 1, 2003... Consumers are increasingly embracing the merits of enhanced bathroom products. This has fueled the rapid growth of pre-moistened "wipes." But many of these wipe products take their cue from baby care, with little or no thought put into...

'Singles' brands suggest loneliness: Stokely brought convenience to vegetables in a package that did not reflect its price point. The expense was not worth the ease. (Marketing Misfires).
April 1, 2003... Convenience is one of the "hot buttons" in packaging today. But when Stokely USA brought convenience to vegetable packaging some years back with its Stokely's "Singles," the product didn't entice enough interest among busy consumers to become a...

Home entertainment software: small packages, big concepts: DVD cases and game cartons offer a small canvas for graphics and text. Use these tricks to maximize visual impact and brand identity.
April 1, 2003... Creating packaging for home entertainment products can be as full of drama, death-defying thrills and hard choices as the contents themselves. Here are two taxing scenarios that illustrate this point. * Challenge No. 1: Your company...

Closures top off beverage bottles' impact: the closure is becoming a hotbed for decoration and functionality. Best results occur when the closure is part of the total design.
April 1, 2003... Beverage closures are evolving from being merely the "thing" that caps off the bottle. They're increasingly working with the package to create a total dispensing team. Closures are becoming part of the container design at its earliest...

HoloPRISM[R]: a bright idea for packaging. (Advertisement).
April 1, 2003... A futuristic aura for a sci-fi DVD. Glitter and brightness for special editions of a popular board game. Shimmering fish that pop out of a box of fish food. To help move your goods off the shelves, put a little motion in your packaging. ...

10 ideas for closing the impulse sale: leverage color and shape, create interaction on the shelf and know what size your consumers value. These keys can help bolster split-second sales.
April 1, 2003... Your target consumer is in the checkout lane and believes she has everything she needs. Nearby sits your package, on a rack right in the lane. Will your package price, design and size move this consumer to add your product to her shop ping cart...

Using scent as a purchase motivator: a pleasing aroma on packaging can strike an emotional chord with consumers and give your brand an edge over its competitors.
April 1, 2003... Brand marketers can use many cues on packaging to connect emotionally with consumers. But they may be overlooking a powerful yet under-used signal: scent. While most packaging appeals to our senses of vision and touch, marketers are...

Ensuring ownership of intellectual property: you may work with many outside companies to grow your brands. Establish the rules up-front to determine who owns what.
April 1, 2003... Your brands are constantly evolving to meet consumer needs and competitor challenges. To stay on top, you may call on outside firms for help with ideas, strategies and even package design. Who owns these ideas--even the discarded ones--and...

Carton signals pizazz 3-D System: redesigned package with embossing and holographic images appeals to a broader range of target consumers. Sales increase more than 100 percent.
April 1, 2003... Do you believe packaging changes alone can double your sales? X3D Technologies is a believer. It redesigned its packaging for a $99 software product and saw sales rise more than 100 percent. X3D Technologies markets an exciting product to...

Market Driven Innovations: cork lid, autographed tamper-evident band, squeeze tube bring new tactics to seasonings. First aid kit becomes a 'lifestyle' brand.(Brief Article)
April 1, 2003... Market-Driven Innovations comes to you in cooperation with Productscan[R] Online, an online, new-product tracking service from Marketing Intelligence Service Ltd., Naples, N.Y. Available at www.productscan.com, the service is a...

Narrow-neck spout assures that the tank gets filled.(Brief Article)
April 1, 2003... Octane Boost 104+ and Super 104+ join the ranks of fuel additives adopting the long, narrow-neck plastic bottle to ensure that all the product dispenses into the gas tank and none gets left in the bottle during pouring. The reformulated...

In a word, whitening wand benefits say, 'presto!'.(Brief Article)
April 1, 2003... With the Rembrandt Whitening Wand, Den-Mat, Santa Maria, Calif., says whitening teeth is as easy as applying lipstick. The wand contains 8.5-mil of sensitivity-free peroxide formula. The sponge tip wand applicator's shape resembles a...

Cooler, product name bring portability to beer multipacks.(Brief Article)
April 1, 2003... One problem with paperboard sleeves that hold multipacks of beer is that consumers often discard them when they get the beer home. Labatt USA, Norwalk, Conn., turns the multipack container into an ongoing billboard for the brand on 15- and...

Two approaches to packaging seasonings.(two food brands benefit from successful packaging)
April 1, 2003... In the battle for shelf presence, two brands in the highly competitive food seasonings aisle display different approaches to saying "gourmet." The two brands show that successful packaging forms in other categories often can be adapted to your...

'Lifestyle' appearance imparts sense of comfort in first aid kit.(Wallace Cameron Group introduces packaging for the Mezzo First Aid Kit that has soft curves)(Brief Article)
April 1, 2003... Transparent "lifestyle" packages with soft curves are the rage with young consumers in products such as beverages, computers and even office products. With the Mezzo First Aid Kit, produced in Scotland by the Wallace Cameron Group, the trend...

Men are from sharper image, women are from Victoria's Secret: retail 'lab' uncovers the differences in men and women shoppers. Men read facts on packaging; women want an engaging story.
April 1, 2003... Men and women shop differently. Men stand back and analyze the product; women pick it up and interact with it. Tina Wilcox has seen this behavior firsthand. She heads Fame, a retail branding agency with a boutique store in Minneapolis that...

New packaging helps ready-to-eat cereal. (Market Data).(Malt-O-Meal Co. uses zippered closure film bag to increase sales)(Brief Article)
April 1, 2003... In cereal products, a typical middle-of-the-store category, packaging changes appear to be able to increase sales. In ready-to-eat cereal, sales of the Malt-O-Meal brand rose 12 percent, according to recent ACNielsen data. Malt-O-Meal's...

Following up on developing trends.(trigger spray bottles now have full body shrink labels )(Brief Article)
April 1, 2003... Often, after we print an article in BRANDPACKAGING, we receive added information on a trend we've identified. Here is more on a recent trend. FULL-BODY SHRINK LABEL COMES CLEAN ON TRIGGER-SPRAY BOTTLE Full-body shrink labels are "in"...