Brand Packaging articles from February 2004

Brand Packaging archives from February 2004

How Wal-Mart is reshaping packaging.(BrandPackaging's Packaging That Sells II Conference)
February 1, 2004... When Wal-Mart speaks, you had better listen. Why? It sells the most dog food, disposable diapers, photographic film, toothpaste and pain remedies, according to Fortune magazine. About half of all the case-ready red meat sold in the United...

Stretching your brand's elasticity: extending your brand into a related category can add to your core consumer base and create incremental revenue. But there are risks.(Cover Story)
February 1, 2004... Extending your brand into a new market segment is an attractive prospect. Here are some of the advantages: * Leveraging the established brand to launch a new product or line is less expensive than building a brand from scratch. Brand...

Sealing the bond between brand and consumer: Zip-Pak Technologies provide competitive edge.(Advertorial)(Advertisement)
February 1, 2004... Brand managers today are constantly challenged to find new ways to compete in an increasingly savvy--and demanding--marketplace. They're realizing that resealable packaging is one way to drive brand sales and improve market share. Packages that...

Updating the menu for foodservice packs.(Emerging Technology)(PresSeal, a thermoformed round container)
February 1, 2004... Away-from-home eating constitutes nearly half the $800+ billion value of foods consumed today. At its present 4 percent growth rate, foodservice will represent virtually all of the growth in the food industry in this decade. Foodservice...

Maturing tactics give private label a cachet: no longer just the 'cheap alternative,' retailer brands are signaling quality. Marketers can gain an edge by supporting retailers' strategies.
February 1, 2004... If you dismiss retailer brands collectively as low-end knock-offs of national brands, you're missing significant opportunities for growth as private label matures as a marketing strategy. You even may be dooming the potential for working with...

Pringles: a chip off the old block enhances packaging to drive growth; snack brand reflects P&G philosophy for winning two consumer 'moments of truth'--the point of decision and the point of use.(Procter & Gamble)
February 1, 2004... At Procter & Gamble, the marketing objective targets consumer needs at two key intervals. These "moments of truth" occur: * As the consumer decides whether to buy P&G's brand or a competing brand at the shell. * At the point--two...

Don't always take the easy way out: using existing packaging for a new product concept may lower your costs. But it can erode brand equity and confuse consumers.(Marketing Misfires)
February 1, 2004... Brand extensions. Line extensions. Product-line extensions. Call them what you will, they have been exploding on store shelves. Line extensions are very popular among marketers today. Why? It's cheaper to introduce an extension than to...

Avoid mistakes, maximize equity in converting to a shrink label: start with a design brief encompassing marketing and production, working backward from the end process. Then seek guidance from vendors.(Brand packaging)
February 1, 2004... In the battle for shelf impact, shrink-sleeve labels are becoming a prevalent packaging material in a wider number of categories. Two reasons why: shrink labels get products noticed and they help products sell. The gloss, brilliant colors...

It's no longer your mom's food can: new shapes, labels and convenience features help bring canned foods into today's world of market-driven packaging.
February 1, 2004... Most of us grew up thinking of canned food as a fallback resource for those days just before payday, those times when you needed something quickly to keep the troops happy, or those gloomy days when nothing but a can of tomato soup seemed...

New wave of closures extends flexible's impact: zippers and sliders are integrating into the total package design.
February 1, 2004... As marketers jockey for shelf presence, some key packaging elements seem to complement each other--when used effectively--to produce winners. Flexible film and a new genre of zippers and sliders fall into this realm, and they are providing...

Weaving character development into an engaging brand 'story': first understand the narrative you want playing in your shopper's head at the shelf. Design and execution will become crystal clear.(Brand characters)
February 1, 2004... Generally, when you design packaging, you charge your creative team to evoke the "character" and "personality" of your brand. But what do you do when the brand has a tangible character? Brand characters come in all shapes and sizes, from...

10 tips for maximizing your package redesign dollars: investigate your options for package printing and production. You can achieve striking results while controlling your costs.
February 1, 2004... Contrary to popular belief, package redesign does not have to be a costly endeavor. Technological advances in printing and production, as well as in packaging materials, can achieve dramatic results on even the tightest budget. You can...

'Snappy' plastic cereal carton draws inspiration from 'LEGO' blocks.(Outside The Box)
February 1, 2004... Several major brands have made radical material changes to their packaging in order to leapfrog the competition. Frito-Lay, for example, jumped out of its flexible bag and into the "Go Snacks" rigid container. It quickly followed with an...

Just being kids: packaging ideas for the 'Busy Backlash'.(Innovating For Lifestyle Trends)
February 1, 2004... Much has been written about the over-scheduling of kids' lives. For kids from 6 to 17, this over-structuring results in less free playtime--more than 30 minutes less each day per decade. Packaging has responded by offering everything from...

Shelf strategy saves time in soup.(Market Data)
February 1, 2004... While soup is a "staple" category, consumers find that few categories in the store are harder to shop. Research from retailwire.com says the typical consumer requires 35 seconds to select soup from the store shelf. That compares with 33.6...

Special visual effects portray brand identity: lenticular and holographic images on packaging move beyond 'eye candy' for consumers to convey the brand's special values.
February 1, 2004... Special effects on packaging grab the attention of consumers in the store aisle. But these visual tricks can do much more when they are part of an overall branding strategy. Savvy brand marketers and pack age designers are using lenticular...

'Value-added' emerges in another light the dairy case: Umpqua Dairy's opaque-white plastic jugs protect milk's taste, quality from oxidation.
February 1, 2004... Umpqua Dairy Products Co., Roseburg, Ore., joins the ranks of milk marketers adding value to containers to attract consumers and gain an edge in a commodity category. The independent, family-operated dairy, in business since 1931, holds a...

Market-driven innovations: backpack-friendly lunch kit adds choice for active lifestyles. Multiple decorative effects say 'forever' on perfume packaging.
February 1, 2004... Market-Driven Innovations comes to yon 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...

Eraser-like cleaning pads mean no product to discard.(Market-Driven Innovations)(Brief Article)
February 1, 2004... Mr. Clean Magic Eraser, from Procter & Gamble Co., leaves nothing to throw away. Two pads in each carton clean dirt and grime. Consumers can use them repeatedly until they wear away, just like an eraser. A moon-shaped die-cut provides...

Tactile carton, decorative effects spice up perfume's 'mystery'.(Market-Driven Innovations)(Selah Parfums)(Brief Article)
February 1, 2004... Selah Women's Fragrance, from Selah Parfums Jerusalem, is a brand that trades on the word Selah, which in Hebrew means "forever." The perfume blends essential oils and spices derived from fragrant powders uncovered alongside the Dead Sea...

Canister functions as co-branding billboard.(Market-Driven Innovations)(Brief Article)
February 1, 2004... The on-the-go-lifestyle packaging trend continues with Norwegian Joke's BackPack Lunch from Norwegian Joke's Mountain Food and Gear, Warren, Mich. Color and graphics give this package a rugged "feel," and the canister represents one...

Structural design gives bottled water an edge.(Following Up On Developing Trends)(Brief Article)
February 1, 2004... Often, after we print an article in BRANDPACKAGING, we receive added information on a trend we've identified. Here is more on a recent trend. A unique package structure can help a brand establish a clear identity in a crowded category like...