Brand Packaging articles from April 2006

Brand Packaging archives from April 2006

I am a consumer.(packaging in style)(Editorial)
April 1, 2006... As the editor-in-chief of BRANDPACKAGING, I spend my days researching, analyzing and ultimately writing about the most innovative packaging that I (and my very talented team) can find. For those of us in the profession that is journalism, it's...

Putting a local spin on your global brand.(packaging )
April 1, 2006... Global brands need to strike the right balance between localization and globalization when packaging their consumer goods. That's because many markets are conditioned by local traditions and inherited cultural values that may influence consumer...

Little things mean a lot.(minor details in packaging should be done carefully)
April 1, 2006... Sometimes it's the most minor detail of your packaging that, when overlooked, has the potential to turn consumers off. Consider Tide Detergent in a 100-fluid-ounce container. Procter & Gamble's leading brand of laundry detergent is familiar...

Tried and true is alive and kickin': keeping "icon brands" relevant.(H.J. Heinz Co. marketing)
April 1, 2006... Smart marketers know that only change is certain. That's because research tells them consumers have an ever-shortening attention span: They want their brands to live and move at the frenetic pace of their lives, adapt to their instantly...

Vitamin package aids dispensing.(OUTSIDE THE BOX)
April 1, 2006... For Americans, the use of dietary supplements and vitamins has become as much a part of our daily lives as a morning cup of coffee. But the packaging for this multi-billion dollar global industry has done little to ingrain itself into the lives...

Making an emotional connection.(Starbucks Corp.)
April 1, 2006... There was a time, in the not so distant past, when pantyhose were as much a part of a woman's workplace wardrobe as a smart pair of pumps. Yes, this was before Starbucks. But times have changed. And recognizing the need to change with...

Stealth in packaging: are your partner agencies doing everything to keep your brand secure?
April 1, 2006... One of my employees told me that, at one of her previous jobs, a team of employees called dozens of the hottest agencies around the country, posing as search consultants. They requested information on behalf of their anonymous (read:...

Making a case for freshness: CPGs seek to show consumers that packaging and freshness go hand in hand.
April 1, 2006... It used to be that people would shop like packrats, looking for canned and packaged goods they could store in pantries for consumption at a later point in time. But that has changed in recent years, as Americans are becoming less concerned with...

The strategy in digital workflow: no longer the tactical tool of the design department, digital workflow solutions are proving useful to brand managers as a strategic business advantage.
April 1, 2006... We all know that digital workflow systems are typically purchased for the back-end use of tracking a design program. They are usually used to route electronic proofs, maintain color consistency over a variety of substrates and, in general,...

Brand simple: package innovation battles complexity--and wins.(INNOVATING FOR LIFESTYLE TRENDS)
April 1, 2006... A reader of this column recently sent along an e-mail with an innocent enough suggestion for this quarter's article: a discussion on achieving simplicity in packaging. Without question, it's an intuitively attractive goal; but a goal fraught...

'Evolutionary' redesign: fires up kettle chips packaging.(Kettle Foods)
April 1, 2006... When Oregon's Kettle Foods launched all-natural potato chips in 1982, it pioneered a product concept. But in recent years, the movement to natural and organic foods has resulted in many new potato chip brands--Cape Cod, Natural Lay's, Boulder...

Max-ing out a brand refresh.(new packaging from Procter & Gamble Co.)(Brief article)
April 1, 2006... This March, P&G reinvented the MAX Factor brand, with new products, packaging and palettes developed by Pat McGrath, a renowned makeup artist who is also P&G's global creative design director. Gone are the MAX Factor colors blue and gold; now,...

Package "bursts" consumer expectations.(Volcano Lime Burst from Dream Foods International)(Brief article)
April 1, 2006... With its introduction of Volcano Lime Burst, Dream Foods International hasn't challenged the old-school look of lemon and lime-shaped squeeze bottles. But by adding a small compartment of essential oils in the patented cap, the company delivers...

Brands reshape kids' beverage options.(Nestle Waters North America Inc.)(Brief article)
April 1, 2006... Packaging--structure in particular--is a key tactic in the water wars taking place to lure kids from sugar-laden juices. Nestle Waters North America is the latest to use the approach, introducing Aquapod, a globular l 1-ounce bottle of spring...

Microwaveable sauces add finishing touch.(McCormick and Co. launches finishing sauces)(Brief article)
April 1, 2006... McCormick & Co. has launched a new line of "finishing sauces" in microwaveable, retortable standup pouches (www.ampacflexibles.com). Each five-ounce pouch makes two to three servings and can be either microwaved (approximately 45 seconds) or...

A better butter wrapper.(from Land O'Lakes Inc.)(Brief article)
April 1, 2006... Butter readily absorbs the odors and flavors of its fellow refrigerator inhabitants. So when Land O' Lakes research revealed that consumers considered freshness among the most important factors in their purchasing decisions, the company wisely...

Salad dressings that "spritz".(in spray bottles)(Brief article)
April 1, 2006... New Wish-Bone Salad Spritzers dressings come packaged in spray bottles designed to give users more control over their calorie consumption. Available nationally beginning May 1, the Spritzers line features a custom spray nozzle that lets...

A new shape for tape.(from Cindy Pichotta)(Brief article)
April 1, 2006... It has been used to protect the Goodyear blimp and even repair a floppy disk authorities needed to solve a murder case. It's Scotch transparent tape. The brand, led by Cindy Pichotta, celebrated its 75th anniversary recently by modernizing the...

Gatorade hits a home run.(new packaging from Pepsi-Cola Co.)(Brief article)
April 1, 2006... Pepsi's Gatorade brand is sporting new packaging in international markets designed to appeal to global consumers and differentiate it from its closest competitor, Powerade. Structural package design firm 4sight (www.4sightinc.com) created a...

Wine in a can ... with style and substance.(from Ironwine)(Brief article)
April 1, 2006... Positioned as a high-end wine in a can, Ironwine has set out to prove that consumers will accept unconventional packaging when it delivers convenience and/or value. Ironwine launched its offering in aluminum cans in Argentina and is currently...

Fragrance package marks the spot.(from Unilever Group)(Brief article)
April 1, 2006... Unilever's AXE brand has enjoyed a reputation as an innovator in the men's fragrance category, and its latest packaging effort is no exception. Axe Unlimited is packaged in a matte black glass container, dubbed the "X Bottle", that features a...

Following up on developing trends.(Scotts Miracle Gro Co.)(Brief article)
April 1, 2006... Having a corporate social conscience and being fiscally responsible go hand in hand. Can packaging be used to help brands balance style and ethics and win the "goodness" war? We first reported on this trend in the March 2006 issue of...