Brand Packaging articles from April 2004

Brand Packaging archives from April 2004

Marketing to one.
April 1, 2004... Can you imagine a day when you can create personalized products and packages that meet the individual needs of your core consumers? And do this cost effectively? That day is here, and Bob Scherer, Vice President, CL&D Digital, will discuss...

Wal-Mart reshapes consumers, brands and packaging: the king retailer champions low prices. But it needs national brands to make consumers 'feel good' about shopping its stores.
April 1, 2004... Wal-Mart, the world's largest retailer, just surpassed a quarter of a trillion dollars in sales. If that number doesn't impress you, consider this: Wal-Mart will likely double in size in about five years. What will Wal-Mart and retailing...

Differentiating your retort package: maximize convenience with resealable packaging.(Advertisement)
April 1, 2004... In recent years, retort pouches have gained popularity worldwide. Consumer preferences are shifting, with people asking for minimally processed and organic foods, as well as more options for foods to eat on the go. These demands are out of sync...

'Combo' preservation systems deliver the 'gold standard' of food quality.(Emerging Technology; packaging)(Hurdle technology)
April 1, 2004... Consumers want safe and nutritionally sound food. But foremost, they want great taste. How can a marketer of packaged foods achieve the "gold standard" of food quality required by professional chefs? The answer lies in a combination of...

Packaging 'magic moments': branding an experience isn't enough. Identify and understand what creates the 'ahh' for your consumer and cradle it at every 'touchpoint.'.
April 1, 2004... Successful brands create a dialogue with consumers by speaking and listening to their emotions. When I stroll through a Target store, I am struck by the aisles of innovative choices and immediately have the impulse to shop. I love the...

Grassroots marketing energizes an upstart brand: package structure and graphics support the 'cooling & fueling' benefits and stress the fruity flavor of a new line of functional foods.(Ascendia Functional Foods)(polyester foil laminate)
April 1, 2004... How do you target a consumer who is literally running, bicycling, swimming or doing some other strenuous exercise? That was the challenge faced by Ascendia Functional Foods with its upstart Energice brand. Its answer: Market products in...

Quirky packages keep them coming back: customized labels and limited-run containers generate excitement and build a 'cult' following who 'collects' your brand.
April 1, 2004... Jones Soda has built a successful business, in part, due to its customized packaging. The company has been bottling various soda flavors, using some of the most outrageous designs on limited runs of its labels. Initially, Jones printed the...

Insightful labeling tactics cut through clutter in crowded categories: the label can provide the marketing difference if you know what drives consumer purchase decisions and identify untapped niches.
April 1, 2004... Many categories are swimming in an ocean of products. It seems as though one brand differs little from the one standing next to it on the shelf. In this environment, the label is taking on greater importance as a difference-maker. The...

Dressing up packaging for consumer electronics: women purchase more than half of all high-tech gadgets. Branding tactics and packaging designs shift to attract female shoppers.
April 1, 2004... Think of consumer electronics products. The core target audience is male computer geeks in their twenties, right? Wrong. Women make up the majority of buyers. "It has traditionally been a business that has a lot of brown boxes, especially...

Packaging technology fosters a new product category: oxygen-scavenging film and vacuum packaging expand sales channels for DVD-based home entertainment products.(limited play digital video disks)
April 1, 2004... Packaging technology is helping to create a new product category--limited play DVDs--and expand the distribution channels lot these home entertainment products. Flexplay Technologies, New York City, pioneered the limited play DVD, called...

Assessing what consumers see: is your package noticeable? Does it convey the right message? Solid answers require a method to measure design impact early on.
April 1, 2004... Attitudes and perceptions alone won't help you to evaluate a package design effectively. Consumer reactions are what count when the package sits on the store shelf. You get a true measure of how a brand stacks up against its peers with...

Clamshell design dispenses convenient thermal packs.(Outside the Box)
April 1, 2004... To grow in today's competitive marketplace, brand managers must constantly seek new ways to expand their brands into adjacent categories. But pursing this approach can be a difficult and risky task. Without the firm foundation of a...

Is 'good for you' good for your brand? Think carefully before rushing to join the 'low-carb 'parade. Over time, brand identity will outweigh loyalty to a single product benefit.
April 1, 2004... Thanks to the success of popular diets such as Atkins, South Beach and the Zone, the term "low-carb" has become synonymous with "good for you." As a result, food and beverage marketers are scrambling to redefine their brands in a more healthful...

Bath tissue key: know purchase driver.(Market Data)
April 1, 2004... Bath tissue is one of those enviable categories of must-have products, regardless of economic conditions. A U.S. household on average purchases bath tissue about 10 times per year, grabbing 14 rolls per buying occasion. But it's also a...

Market-driven innovations: refrigerator convenience goes to the next level with dual-function container lids. Shaped juice package supports a 'burst of flavor.'.(Brief Article)
April 1, 2004... 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...

Lids supply double punch on microwave containers.(Brief Article)
April 1, 2004... Packaging that helps consumers ease food preparation and kitchen cleanup continues to gain momentum. Dixie Ware Microwave Vent Containers With Lids comes from Georgia-Pacific Corp. to capture attention in the refrigerator. Components that...

Embossed glass, tactile carton make men's fragrance sensual.(Brief Article)(Buyers Guide)
April 1, 2004... Roberto Cavalli joins the parade of cosmetic products trading on the emotional value of a brand in order to attract attention on shelves. Man Eau de Toilette Spray, made in Italy, appeals to the sensual side of men's personal grooming. ...

Shape, texture and label boost juice's sensory appeal.(Brief Article)
April 1, 2004... With a glut of beverage products battling for market share, the edge may go to brands that do the best job of marketing their enjoyment aspects rather than functional benefits. Dream Foods International follows this approach with Volcano...

Dual-tip pen directs bleach flow on fabrics, household items.(Brief Article)
April 1, 2004... A bit of bleach can go a long way, and Clorox Co. innovates in the household cleaning supplies aisle through packaging that provides just enough bleach in just the right spot to get the job done. Clorox's Bleach Pen is a gel-based writing...

Treated yard stake has rover wagging his tail.(Brampton Co. offers Simple Solutions Pee Post)(Brief Article)
April 1, 2004... Graphics drive home the benefits of the Simple Solutions Pee Post, a yard stake that's treated with non-toxic pheromones that attract dogs. The product comes from Brampton Co. Pee Post answers consumers' desire to train their dog to...

Sack bags offer pluses for consumers, retailers.(Following Up On Developing Trends)(Brief Article)
April 1, 2004... One strategy that can widen a brand's appeal in distribution is pack aging that appeals to different retail formats. Currently; one of the fastest-growing channels is dollar stores, a topic we explored in our January 2004 issue. Dollar...