Brand Packaging articles from January 2004

Brand Packaging archives from January 2004

Driving brand growth through powerful packaging.
January 1, 2004... Mark your calendar. The second installment of BrandPackaging's Packaging That Sells Conference will take place June 9-10 2004-, in Chicago. The theme of this year's conference will be "Driving Brand Growth Through Powerful Packaging." Your...

Leveraging the value of a dollar (store): they're high-margin and shedding their 'low-end' tag. The right packaging can be your entry ticket to retail's fastest-growing segment.(Cover Story)
January 1, 2004... You want high-margin sales on products stocked in stores that attract a broad swath of consumers. And you want to align your brand with a retail channel that's "hot." The humble dollar store may meet your needs. The concept has existed on...

Nanocomposites raise barrier properties.(Emerging Technology)
January 1, 2004... Nanocomposites may offer improved barrier properties for food and beverage packaging. But the technology is still in the laboratory and not well understood. "Nanospace" is a mysterious region that operates according to its own rules....

Dimensions of value--the name game: winning tactics fit consumer lifestyles by creating reasons and occasions for product use. The benefit should be easy to identify.
January 1, 2004... What's in a name? In marketing terms, the answer could provide the ammunition that gets your brand picked up from the shelf and put in the shopping cart. As you begin to consider the merits of this tactic, keep these brand names and...

Clothes 'fresheners' leave a bad odor: cleaning clothes in a household dryer offers ease. But consumers are skeptical that they can really clean their clothes this way.(Marketing Misfires)
January 1, 2004... For decades, upstart brands have tried to turn household clothes dryers into a cleaning apparatus. But consumers have yet to be convinced that they can really clean their clothes in a dryer. One brand--Sweater Fresh flora...

Packaging stands up to rigors of frozen food retailing: package graphics and structures reinforce brand messages while meeting consumer demand for tasty, quick-prep meals.
January 1, 2004... Retailers' shift from coffin-style to upright freezers, combined with consumers' growing demand for convenient meals and snacks, is changing the look and feel of packaging in the frozen food aisle. Marketers of products ranging from ice...

Stylish 'drinking glass' raises image of premixed alcoholic beverage.(Outside The Box)
January 1, 2004... Premixed drinks offer consumers the convenience of a perfect cocktail without preparation time or mess. Unfortunately, when addressing this opportunity, most marketers of spirits opt for a lightly modified version of their mare liquor...

Packaging the art of good taste: sculpted bottles lift soda to 'royalty': Riggs & Forsythe brands sophistication with a stately glass design that reflects its custom flavors and solves operational challenges.
January 1, 2004... To assess the marketing tactics at Riggs & Forsythe Specialty Beverages is to understand the punch behind a small inscription on this beverage marketer's bottles. The Latin inscription reads, "Esse Quam Videre," or "To be, rather than to seem."...

Flexible's 'added-value' swells margins: flexible packaging can make products more relevant and make consumers' lives easier. Marketers benefit from added profits.
January 1, 2004... How can you add value to your product and differentiate it on shelf? One way is through flexible packaging. "Consumers value time, freshness, ease of food preparation and portability And they're willing to pay extra for these...

Blue band becomes dairy's 'triple threat': color gives regional brand a cohesive appearance. It helps signal a key point of difference and bridge an extension into single-serve.
January 1, 2004... Can a leading regional brand "take it to the next level," short of going national? Friendship Dairies Inc., a family-owned company in Jericho, N.Y., believes it has positioned itself for a line extension in a category--cottage cheese. It...

Foil stamping: quick-fix or long-term brand builder? Study finds foil on packaging enhances brand imagery, product expectations and purchase intent. But results vary by category.
January 1, 2004... Foil stamping usually adorns promotional or seasonal packaging. It also appears with the initial rollout of a new product. Foil is widely assumed to increase "shelf pop." But its incremental costs have prevented many marketers from using...

On Target: How the World's Hottest Retailer Hit a Bull's-Eye.(Book Review)
January 1, 2004... Author: Laura Rowley Publisher: John Wiley & Sons Inc. Understanding the consumer is a key step in effective brand, product and packaging development. More recently, a flipside has emerged to this step--understanding how leading-edge...

Market-driven innovations: tactile grip, no-drip closure make bottle sweet treat in syrup aisle. 'Wet' cereal becomes cup-holder-friendly and avoids soggy mess.(Brief Article)
January 1, 2004... Market-Driven Innovations comes to you 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...

Waffle-pattern grip, spout add punch to syrup bottle.(Market-Driven Innovations)(Brief Article)
January 1, 2004... A tactile surface can improve a package's grip, heighten user perceptions of product quality and make the product's purpose intuitive. Kellogg USA Inc. uses this tactic with Kellogg's Eggo Syrup. The marketer discards the photography of...

Portable cereal consumption advances.(Market-Driven Innovations)(Brief Article)
January 1, 2004... Cereal eating advances with Drink 'N Crunch, from Kellogg USA Inc. This package takes singleserve cereal in a plastic tuba step further by eliminating the need for a spoon. Drink 'N Crunch's conical-shaped plastic cup contains 1.02 ounces...

Retort pouch moves into pre-cooked beef.(Market-Driven Innovations)(Brief Article)
January 1, 2004... The military's "meals, ready-to-eat" (MRE) pragram has given rise to the retort pouch's entry into mainstream consumer foods, most recently tuna. Link Snacks Inc. could signal a trend toward retort pouching in precooked meat with Jack Link's...

Aluminum 'bottle can' caters to active beer drinkers.(Market-Driven Innovations)(Brief Article)
January 1, 2004... The "bottle can," an established package form for beverages in Japan, comes to the U.S. bear market as Big Sky Moose Drool Brown Ale, from Big Sky Brewing Co., hits the shelves in the far northern states and the Pacific Northwest. Sold...

Capsules yield scented bags for cleaning up.(Market-Driven Innovations)
January 1, 2004... Doggie Walk Bags, disposable, plastic containers from Doggie Walk Bags Co., deliver scanted, easy-tie bags for use when Fido or Rover create their "mess." The bags come in a 35-count zippered, plastic bag. Each bag rests in a clear,...