Brand Packaging articles from January 2003

Brand Packaging archives from January 2003

Packaging that sells.(meeting to be held in Chicago)
January 1, 2003... Although these are uncertain economic times, middle-class consumers still want premium products and brands that convey luxury. That's the conclusion of a study by Boston Consulting Group. As such, middle-of-the-road brands may be in...

Harmonizing your `touchpoints': consumers may come in contact with your brand on a daily basis. Use each interaction to strengthen their beliefs about your brand. (Cover Story).
January 1, 2003... Think about all of the different ways that your brand interacts with and makes an impression on your customers, your channel partners, your employees and all other critical partners that help to bring your brand to life. Then, ask yourself...

Plastic stick dishes out pre-sliced butter. (Outside The Box).(new packaging system for butter )
January 1, 2003... Butter packaging is fairly mundane. It consists of coated paper to wrap the individual sticks and an outer paperboard carton. The paper wrap carries measurement marks for baking and cooking applications. As a generic structural...

Health supplements hard to swallow: a probiotics supplement from Nestle had little relevance for consumers. Its package format was just as unfamiliar. (Marketing Misfires).
January 1, 2003... What happens when a new product has company image problems, and product concept problems, combined with a packaging problem? It's most certainly a recipe for failure. Nestle knows this all too well. In 2000, the brand marketer took great...

Just what does grab kid consumer? They're more marketing-savvy than ever. Gimmicks turn them off. They want `cool' and utility that fits their lifestyle.
January 1, 2003... Does packaging influence kids' buying decisions? "Yes," say pre-teen participants in a series of focus groups. They see packaging as part of the total brand image that reflects their image of self and supports their lifestyle. But they are...

Making brands remarkable: develop a single, powerful idea: what do you believe in about your product? Reflect that through packaging. Differentiate, be honest and guide the consumer.
January 1, 2003... The world's oldest known brand is Vesuvinum, which is a name stamped on a wine jar found on the slopes of Italy's Mount Vesuvius. Evidently, someone was making and selling wine around 79 A.D. under this brand name. Pretty remarkable. ...

Stretching the opportunities for flexible packaging: consumers suggest flexible `solutions' for CD and DVD cases, drug products, health & beauty aids and household cleaners.
January 1, 2003... How far can flexible packaging go to meet consumers' unmet needs? To answer this question, the Flexible Packaging Association (FPA) called on Perception Research Services to conduct a qualitative research program on consumers' packaging likes...

Packaging that `works right now' helps sell the good at Mayfield Dairy: the packaging strategy transcends innovation. It's `get them to buy and let taste build loyalty.'.(Company Profile)
January 1, 2003... Mayfield Dairy Farms' marketing strategy could be summed up this way: Give consumers what they want, right now. This approach serves the dairy well in the crowded premium ice cream segment, a current "hot button" for the family-operated...

Flexible stick packages hand out convenience: these squeezable tubes allow consumers to snack anywhere, anytime. Plus, they offer portion control for single servings.(Industry Overview)
January 1, 2003... Cups that fit in car cup-holders make snacking and drinking convenient for on-the-go consumers. But flexible stick packs can be just as handy, and at less cost. Plus, stick packs offer portion control. Hershey's Portable Pudding Stick Pack...

Fifth-panel carton adds marketing dimension to freezer case. (Market-Driven Innovations).(for new product from James Family Foods Ltd.)(Brief Article)
January 1, 2003... The fifth-panel carton comes to the freezer case with Janes Meal Makers, from Janes Family Foods Ltd., Concord, Ontario, Canada. Five pre-cooked, ready-to-eat, boneless chicken breasts come in a 1.2-pound carton. Suggested retail price is...

Bottle reflects wine's positioning. (Market-Driven Innovations).(Luna di Luna wine)(Brief Article)
January 1, 2003... How do you retain that "special-occasion" experience associated with wine while also making it seem more casual? Luna di Luna offers one answer for moderately priced, "fruity" wine. Its Sangiovese Merlot comes in a regal purple bottle....

Clasp the do-it-yourself market: brand clarity at the point-of-sale: stress project details vs. product data on packaging and displays. Consumers gain confidence that they can complete the task successfully.(packging for do it yourself products )(Industry Overview)
January 1, 2003... The growing do-it-yourself (D-I-Y) market embraces mass-product customization. Many of the leading brand marketers, for example, sell both specialized lines to everyday consumers and high-performance industrial products to professionals. ...

Perceptions shape deodorants. (Market Data).(packaging's effect on deodorant sales )(Industry Overview)
January 1, 2003... If you want evidence that packaging can enhance brand image, study the deodorant aisle. There, recently introduced packaging structures have reinforced consumer perceptions that the product does what it's supposed to do. Deodorants also...

Following up on developing trends.(Stonyfield Farm introduces foil packaging for its yogurt)(Brief Article)
January 1, 2003... 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. SWITCH TO FOIL SEAL SUPPORTS CAUSE-RELATED MARKETING STRATEGY Stonyfield Farm, Londonderry,...