Brand Packaging articles from August 2005

Brand Packaging archives from August 2005

The "shape" of things to come?
August 1, 2005... For those of us who remember its humble beginnings, private label packaging might conjure up images of cans with stark white labels and bold, black type. And for those with a bit of imagination, it might also prompt a fleeting thought of the...

Emotional branding: does your packaging have heart?(Cover Story)
August 1, 2005... I was leafing through one of my wife's favorite magazines at home recently and came across the following warning in a print ad, "You can go to extremes to protect your kids but still leave them unprotected." As an exercise for this...

Innovation doesn't come cheap--it's all about risk vs. reward.(GETTING IT RIGHT)
August 1, 2005... In the emerging "creative economy", innovation is the key to the kingdom. But unless they're lucky to be working at a company with a true legacy of innovation, packaging professionals still face an uphill battle selling in breakthrough ideas....

Packaging positions HoneyBaked as more than 'the ham store'.
August 1, 2005... HoneyBaked equals ham, right? Well, yes and no. The HoneyBaked Ham Co. also sells many other meats and meal items. Communicating that to consumers, though, was a challenge the company faced as it retooled its lunch menu, repositioned its...

Why use packaging to encourage mistaken identity?(MARKETING MISFIRES)
August 1, 2005... I wonder if executives at the Keebler Foods Company believe children have gotten smarter these days. That is, are they "smarter" today than when Colgate-Palmolive introduced a new dish detergent in a milk-carton-inspired package? This does...

Managing packaging workflow: a seminar in print for brand marketers.(PART 2)(Advertisement)
August 1, 2005... Our series detailing the brand manager's role in managing packaging workflow continues with the second of four articles. This month's article takes a look at packaging from concept to production and some of the challenges and solutions that...

Design life-cycle management: pity today's brand marketers, who are under heavy fire from multiple fronts.(ADVERTORIAL)(Advertisement)
August 1, 2005... Confronted by the ongoing challenges of globalization, outsourcing and increasing pressure from mega-retailers, brand marketers are charged with the following, seemingly irreconcilable, directives from upper management: lower costs, accelerate...

Competing against private label: new insights from packaging research.
August 1, 2005... The growth of private label (store brands) has been exponential during the past five years. Across retail channels and product categories, private label brands have grown at a rate double that of leading national brands, to the point that...

A contemporary image for a historic brand.(BRAND NEW)
August 1, 2005... "Premium" is a key attribute of the Grolsch Premium Lager brand. So when Grolsch recently undertook a packaging redesign, it focused on infusing the brand's packaging with the same premium image as its name. "The redesign of the packaging...

There's a reason they call it a billboard: paperboard makes a comeback for multipack cartons and consumer goods packaging.
August 1, 2005... Recognizing the power of the paperboard carton as a "billboard" on-shelf, high-profile brands such as Pringles, Labatt and Friskies are turning to the packaging material, particularly for multipacks. We're seeing "a trend back to folding...

Unit-dose drugs offer pre-measured convenience.(OUTSIDE THE BOX)
August 1, 2005... It seems that many pharmaceutical companies are overlooking the "convenience size" as a means to expand usage occasion opportunities and grow their brands. There are plenty of consumer health products that are used on an occasional basis....

How sweet it is! Good things come from smaller confectionery packagers.
August 1, 2005... When it comes to foodstuffs, there are countless ways for consumers to indulge their senses. Candy is always dandy, it seems, and chocolate is the ultimate luxury--in fact, if you agree with Jessica Walker, a charming chocolatier I met at the...

Non-thermal foods: the new adventure.(EMERGING TECHNOLOGY)
August 1, 2005... Non-thermal foods are a hot topic today. A major focus of research and development teams worldwide, non-thermal processes and the packaging associated with these technologies are just now emerging from the laboratories and onto the store...

International fare.
August 1, 2005... International Fare originates from worldwide packaging research at GIO Global Intelligence, Chicago. GIO conducts fieldwork in product categories in 27 countries to gain insights on how packaging appeals to local consumers. PORTABLE FRUIT...

Coors packages kick off football season.(MARKET-DRIVEN INNOVATIONS)(Brief Article)
August 1, 2005... Coors Light is supporting its "cold-brewed" message with a set of new packages designed to keep refreshments chilled throughout football season. The brewer is building on the successful spring launch of its plastic cooler box--said to be the...

Dutch boy brand is on a roll.(MARKET-DRIVEN INNOVATIONS)(Brief Article)
August 1, 2005... Following the notable introduction of its Twist & Pour plastic paint containers, Sherwin Williams is now launching another packaging innovation in its Dutch Boy paint line: the Ready to Roll "project-sized" container. Holding 2.5 gallons of...

Target triggers development of self-contained drink kit.(MARKET-DRIVEN INNOVATIONS)(Brief Article)
August 1, 2005... Bar mixes traditionally come packaged in longneck glass bottles, but El Paso Chile has thrown out tradition with its new Cocktail Chemistry line. The company has placed its three mixes into a martini-shaker-shaped PET bottle that came at the...

New identity encourages expanded use.(MARKET-DRIVEN INNOVATIONS)(Brief Article)
August 1, 2005... Research told Bounty that consumers use newspapers or rags for window cleaning out of habit, or because they believe paper towels are not up to the task. In those findings, the brand saw an opportunity to develop Bounty Glass & Surfaces, a...

Smart straw solves WD-40 design flaw.(MARKET-DRIVEN INNOVATIONS)(Brief Article)
August 1, 2005... It was the last straw for the WD-4O Company, where research indicated that 80 percent of its customers had, at some time, lost the red straw that comes with a can of its lubricant. That's why the company designed the Smart Straw; permanently...

Following up on developing trends.
August 1, 2005... Often, after we print an article in BRANDPACKAGING, we uncover added information on a trend we've identified. Here is more on a recent trend. CONVENIENCE PACKAGING COMING (SLOWLY) TO QUICK-SERVE Fast food operators market on...