Brand Packaging articles from August 2008

Brand Packaging archives from August 2008

It's a jungle out there.
August 1, 2008... I have heard some interesting analogies while talking to marketers about the not-so-subtle distinction between the consumer and the shopper. I will spare you the examples, but let's just say that some are, to put it diplomatically, "creative"...

Recycling program offsets rising food costs.(NEXT + NOW)
August 1, 2008... Brands like Kraft, Evian and Stonyfield Farm and retailers like CVS and Petco are signing on with RecycleBank, a recycling facilitator that awards points to households based on the weight of their curbside recyclables; points are redeemable for...

Heard!(NEXT + NOW)(Report)(Brief article)
August 1, 2008... "Retailers and suppliers must prepare for various scenarios, including the worst with continued increases in commodity prices and slowing consumer spending. They must exhibit flexibility, minimize costs, maintain multiple supply chain choices...

Marketing misfire: Burger King.(NEXT + NOW)
August 1, 2008... European Burger King stores are displaying paper tray liners featuring a VegCity ad campaign that has been raising eyebrows this summer. The liners depict a series of irreverent illustrations, including one dubbed Airport that shows a pickle...

Research: consumers eat more with smaller packs.(NEXT + NOW)
August 1, 2008... [ILLUSTRATION OMITTED] It's logical to assume that consumers believe they'll eat less of an indulgent item like ice cream if they eat from smaller, portion-controlled packaging, but a study published in Journal of Consumer Research in June...

Big beer cans cause drunkenness in the UK?(NEXT + NOW)(Portman Group)(Brief article)
August 1, 2008... A homeless charity in the UK filed a complaint with Portman Group, an alliance of alcohol producers that promotes sensible drinking and responsible alcohol marketing, saying that oversized 500mL cans of Skol Super, Kestrel Super, Carlsberg...

Shopper marketing: it's not about the brand: effective in-store programs consider the needs of retailers and shoppers first.(Cover story)
August 1, 2008... With media fragmentation driving them to it, brand marketers are finally waking up to the fact that retail is an incredibly attractive venue for reaching consumers. * "The potential of the store to create impressions and build brand equity is...

Getting past the beauty contest: Working through the challenges of qualitative research.(SHOPPER RESEARCH)
August 1, 2008... We regularly pre-test many packaging systems through quantitative on-shelf assessments. On those occasions when new packaging systems perform poorly in our studies, we're likely to hear a familiar refrain, "They loved it in the qualitative......

The needs of a segment should drive design.(GETTING IT RIGHT)
August 1, 2008... With thousands of brands screaming for your consumers' attention, it is important to clearly define your target--to know who you want your package to speak to and what message you want them to hear. One way to do that is to organize your total...

The evolution of a heritage brand: After more than four decades of leadership, Crock-Pot[R] introduces a logo and packaging that better reflects its brand.(BRANDNEW)(Company overview)
August 1, 2008... [ILLUSTRATION OMITTED] The story: Established in 1971, the Crock-Pot [R] brand introduced consumers to the concept of slow cooking. But as anyone who has since retired her avocado-hued slow cooker can tell you, a lot has changed since the...

Lipton's global repackaging: a more contemporary ready-to-drink tea bottle helps Lipton make a better connection with consumers and, in some countries, meet them for the first time.(BRAND PROFILE)
August 1, 2008... Creating an ownable equity around the world can strengthen a brand's position in the marketplace. But it doesn't come without a set of challenges, especially in the beverage category. In a joint venture between Pepsi and Unilever, Pepsi...

All that glitters: what's new at the cosmetics counter?(CATEGORY ANALYSIS: COSMETICS)
August 1, 2008... With the successful release of Sex and the City: The Movie, it seems appropriate to venture into the world of beauty--specifically what's been going on in the realm of cosmetics packaging. While Carrie, Charlotte, Samantha and Miranda were...

A box full of magic.(MATERIALS UPDATE: PAPERBOARD)(Shorewood Packaging Co.)(Brief article)
August 1, 2008... The first five installments of what will be the seven-movie Harry Potter collection are cleverly stowed away inside packaging designed to simulate the young wizard's travel trunk. The Harry Potter Years 1-5 Limited Edition Gift Set is packaged...

Give your brain a buzz.(MATERIALS UPDATE: PAPERBOARD)
August 1, 2008... For those who have grown weary of mere sports drinks, Brain Toniq touts itself as the "world's first cognitive enhancement drink". Packaged in a paperboard sleeve with a large "IQ" die-cut window, the multi-pack contains four cans of the...

Package promises slimmer waistline.(MATERIALS UPDATE: PAPERBOARD)
August 1, 2008... [ILLUSTRATION OMITTED] Multi-Grain Cheerios are a low-calorie extension of General Mills' well-known cereal brand. Packaging for the line extension uses a shaped carton to clearly communicate the benefits of the dietary product: a slimmer...

Caulk guns on the way out?(PACKAGING THAT SELLS)(Brief article)
August 1, 2008... Caulk isn't something most consumers like to keep around in bulk quantities. That's why Momentive Performance Materials' GE Caulk Singles make sense. The 1.25oz packages of caulk are made for single use, with a tear-off top that offers easy...

Denny's Dome encourages breakfast to go.(PACKAGING THAT SELLS)
August 1, 2008... [ILLUSTRATION OMITTED] Denny's introduced a to-go breakfast solution it calls the Denny's Dome, a proprietary container that keeps a full breakfast fresh for 30 minutes. Main entrees fit in the Dome's base, which has sections to keep food...

Milk's gone square.(PACKAGING THAT SELLS)
August 1, 2008... Sam's Club has introduced its Members Mark store brand milk in a new square-shaped jug with a flat top that makes it stackable, minimizing labor by eliminating shipping crates or racks and increasing efficiency by fitting 384 more milk jugs in...

Simple healthcare packaging touts solutions.(PACKAGING THAT SELLS)
August 1, 2008... [ILLUSTRATION OMITTED] Help Remedies launched this spring as a line of over-the-counter products designed to solve simple medical issues. By stripping away the complexity of the healthcare industry, the brand says it hopes to make a...

Smooth launch for EOS products.(PACKAGING THAT SELLS)
August 1, 2008... Eos Products is making its debut with a shave cream for women and an overriding philosophy that personal care products can be beautiful as well as effective. "Unlike many products tagged 'for women', which are derived from men's formulas and...

Branded Parmigiano Reggiano Cheese debuts.(PACKAGING THAT SELLS)
August 1, 2008... [ILLUSTRATION OMITTED] This fall, the Lucini Italia Company will introduce the first branded Parmigiano Reggiano cheese to the American market. Cheese makers in Parma, Italy, hand cut the certified organic cheese into an 8oz wedge and...

Hot and cold salads: The Netherlands.(PACKAGING THAT SELLS GLOBAL)
August 1, 2008... Dutch private label brand Ah Albert Heijn hopes to address the issue of packaging ready-to-eat salads with both hot and cold elements. Marketed under the name Lauwwarme Maaltijdsalades (Lukewarm Salad Meals), single-serving salads for the...

"Green" milk, in a jug: United Kingdom.(PACKAGING THAT SELLS GLOBAL)
August 1, 2008... [ILLUSTRATION OMITTED] As consumer brands and retailers continue their quest for sustainable packaging, it seems that milk is front and center. Developed by Dairy Crest in conjunction with UK retailer Sainsbury's, JUGIT is a pouch-based...

Packaging reinforces a theme: Poland.(PACKAGING THAT SELLS GLOBAL)
August 1, 2008... Brand owner Diversa Spezialitaten has introduced Grasovka Bison, a Polish vodka in a glass bottle with numerous design elements that allude to the grassy plains where buffalo, ahem, bison roam. A single blade of Bison grass inside the 500mL...

Following up.(Gamma Pharmaceuticals )(Brief article)
August 1, 2008... [ILLUSTRATION OMITTED] With thousands of products competing for a spot on the retailer's shelf, smart marketers are using high-impact label graphics to help make the sale. We most recently reported on this topic in the July 2008 issue of...