Brand Packaging articles from April 2005

Brand Packaging archives from April 2005

Judge for a day.
April 1, 2005... Irecently had the opportunity to serve as a judge for the Glass Packaging Institute's 2005 Clear Choice Awards. The competition recognizes consumer product goods manufacturers who expand the frontiers of glass packaging design. At the judging,...

Go Guerilla: Engaging consumers with unconventional packaging.
April 1, 2005... For many marketers, the grassroots allure of eBay fits in nicely with some of their latest launch strategies. Just last month, Coca-Cola flew under the national radar for the introduction of its newest product, Coca-Cola Zero, by offering a...

The consumer trust crisis: how package structure can help build brand confidence.(INNOVATING FOR LIFESTYLE TRENDS)
April 1, 2005... Consumer trust of major public corporations is at an all-time low. Both retailers and manufacturers are seeing their reputations suffer and their brand trust decline. Some contributing factors are beyond brand manager control, but many are not....

"Attention, Kmart shoppers!" takes on new meaning: consumers are lining up to buy the retail icon's redesigned, repackaged, rebranded Essential Home line.
April 1, 2005... Before Ikea, before Target and before Wal-Mart... there was Kmart, with its throngs of bargain-hungry shoppers and frequent Blue Light Specials. Based in Troy, Mich. Kmart defined discount retailing in the mid-twentieth century. ...

ESL packaging: the secret to long life.(EMERGING TECHNOLOGY)(extended shelf life packaging)
April 1, 2005... Extended shelf life packaging (ESL) has spawned an era where we can offer products that can be kept in consumers' refrigerators for prolonged periods, while still maintaining their quality. No commonly accepted definition of ESL products...

Energy drink packaging helps establish credibility in new markets.
April 1, 2005... Sleek cans and edgy graphics have characterized the premium energy drink category and established the high-octane concoctions as the drink of choice among the extreme sports set. But smart marketers are looking beyond the traditional...

Next generation ice cream stick packaging.(OUTSIDE THE BOX)
April 1, 2005... One of the drawbacks of looking at product development and consumer packaging separately (as is "de rigueur" in the corporate environment) is that there is no real synergy or creation of a holistic product vision. This trend is...

Packaging That Sells III Conference.(Calendar)
April 1, 2005... presented by BRANDPACKAGING June 22-23, 2005 * Drake Hotel * Chicago, IL AGENDA Capturing consumers' hearts and minds through packaging. Your packaging is vital to your branding strategy. It's the last three feet and last...

Health and wellness makes its way into the mainstream.
April 1, 2005... There's an old adage: You are what you eat. If that's the case, grocery store shelves should offer an accurate snapshot of the American consumer. Increasingly, that snapshot is developing into a portrait of health. There's no escaping the...

On-line research: tempting but dangerous for 3-D packaging.(GETTING IT RIGHT)
April 1, 2005... Imagine about to invest in a new and the only way you've been able to evaluate it is over the Internet. You're picked the color and the upholstery, completed a virtual tour of the interior, and have even taken a simulated test drive. Ready to...

Brand architecture: managing large brands at retail.
April 1, 2005... For many small brands, the primary challenge at retail is simply to "break through clutter" and create an opportunity to sell. For larger brands with several feet of shelf space, such as Tide, Colgate and Campbell's Soup, visibility is rarely a...

True brand differentiation: not new or improved.(packaging)
April 1, 2005... Corporate marketing and brand managers have long worked on the premise that they can continue to enjoy a competitive edge by offering "new and improved" product features. This is touted as product and brand differentiation. But is it truly? ...

Counter friendly package blends into user's environment.(FRANCE)(Colgate Palmolive Soupline)(Brief Article)
April 1, 2005... Colgate Palmolive's Soupline brand fabric softener is a wonderful example of European packaging that blends into the user's environment. The box's contoured top and unique styling make it distinct and counter friendly. Its oval shape and...

Clear tub displays pre-measured detergent packs.(UNITED KINGDOM)(Ariel Liquitabs)(Brief Article)
April 1, 2005... Dispensing laundry detergents out of bulky containers often results in spills or inaccurate measurements. Ariel Liquitabs makes doing laundry easier with its pre-measured doses of detergent. Each sachet is a self-contained 100% water-soluble...

Slick, stylish package targets men.(GERMANY)(Nivea Deodorant Aqua Cool Stick for Men)(Brief Article)
April 1, 2005... In the United States, Nivea is usually associated with women's cold cream, but in Germany, Nivea's Deodorant Aqua Cool Stick for Men is one in a line of products especially designed for men. The easily recognizable blue and white logo says...

Bath salt box enhances bathing experience.(JAPAN)(Bath Garden)(Brief Article)
April 1, 2005... Japanese consumers are forever looking for new ways to improve their bathing experience. In order to meet this demand, Ishii Kayaku Corp. has developed Bath Garden brand bath salts. This well-targeted line changes its name, the color of the box...

New "Battery Bottle" juices up JOLT relaunch.(MARKET-DRIVEN INNOVATIONS)(Brief Article)
April 1, 2005... It's really not a can. And it's not quite a bottle. Twenty years after it first entered the market, JOLT cola has relaunched in what is reportedly the industry's first resealable 23.5-oz aluminum can, the JOLT Battery Bottle. The bottle...

Alpine bottle "peaks" brand loyalty.(MARKET-DRIVEN INNOVATIONS)(Evian Waters of France Inc.)(Brief Article)
April 1, 2005... Following the success of its Millennium bottle, a glass vessel shaped like a drop of water, Evian has introduced Origine--a 2005 design reminiscent of the French Alpine peaks where Evian water is sourced. The bottle was conceived by the Paris...

Portable Crystal Light Packets give bottled water a twist.(MARKET-DRIVEN INNOVATIONS)(Brief Article)
April 1, 2005... Rather than compete with bottled water, Crystal Light has befriended it. New individual packets of the low-cal drink mix have been designed to fit neatly inside .5-liter water bottles (or two cups of water in a glass), encouraging active...

Molson selects aluminum bottle for launch of high-end brew.(FOLLOWING UP ON DEVELOPING TRENDS)(Molson Inc.)(Brief Article)
April 1, 2005... Often, after we print an article in BRAND PACKAGING, we uncover added information on a trend we've identified. Here is more on a recent trend. Molson Canada will launch its latest entry into the beer market, Molson Kick, in the...