Brand Packaging articles from July 2003

Brand Packaging archives from July 2003

Private label: a brand to be reckoned with.
July 1, 2003... Kraft Foods' recent second-quarter earnings announcement contained thousands of words and hundreds of numbers. But one thing is clear: private label or store brands are eating into the food giant's sales in many categories. The price gap...

Five steps to more effective multilingual packaging: let your graphics show what the product is and how it works. Group all copy for each language. Translate accurately.
July 1, 2003... Multilingual packaging is increasingly popping up on store shelves. Several factors are driving this growth. * Hispanics--numbering around 38 million--are now the largest minority in the United States. Many of these immigrants use Spanish...

Removing malodors from packaged foods.(Emerging Technology)
July 1, 2003... Food marketers want flavorful products that delight the senses of taste and smell. But volatiles can build up in sealed packages to produce malodors. Adding desirable aromas to packaging interiors can offset some of the unpleasant odors....

Options for lustrous graphics move paperboard past 'industrial' look: special effects, 'whiter' boards produce vibrant graphics that extend the reach of pizzazz--with structural benefits, too.
July 1, 2003... The decorating explosion that is bursting across packaging is bringing new intensity to paperboard containers. No longer do they look "industrial." Club stores and super-sized mass merchandisers are two major drivers behind this graphic...

Marketing with a heart spurs 1,600 percent growth: Immaculate Baking's packaging puts the 'genuine' in gourmet cookies. It doubles as a cause 'billboard' for folk artists.
July 1, 2003... Immaculate Baking Co. is a marketer with a "soul." It weaves packaging into its marketing mix to connect socially conscious consumers who have a discerning taste for sweets with some of the poorest people of the South--and who share the company...

Whetting the appetite for foods in tubes: take a cue from 'drink boxes.' First, market your tubes to kids who have no preconceived notions of product-to-package formats.(Marketing Misfires)
July 1, 2003... American consumers generally have been unwilling to accept the concept of tubes--whether old-fashioned metal tubes or newer plastic varieties--as containers for foods. Yet some foods would benefit greatly if they came in a tube. Let's look...

Four 'True Lies' that hinder package innovation success: sidestep common pitfalls on the path to innovation that sells. A winning approach starts by galvanizing a group into a true team.
July 1, 2003... You run a multi-million-dollar brand. It's a cash engine for the company. But you look out on the horizon and see problems: Growth is tapering off, loyal consumers are getting older and competitors have attacked the core of your franchise with...

Packaging choices in a slow market: balance cost cuts with brand strategy: keep a consumer-centric focus on your brand. Design smarter, not just cheaper. This will sustain growth even in bad times.
July 1, 2003... For many brand and packaging professionals, today's sluggish economy makes it very tempting to. ask a lot of questions: How does a bad economy impact product and package design? Are my competitors cutting costs through packaging changes? Does...

Detergent bottle automatically dispense a 'cupful' of product.(Outside The Box)
July 1, 2003... The "drain-back" top is the closure of choice for liquid detergent and clothing-conditioning products throughout the world. This closure, allows the residual liquid around the pour spout to flow back into the container. Every marketer has...

Packaging toys: speak to mom, dad and junior: retailers are watching them as they make their purchase decision. And foremost, you have to sell the retail store buyer.
July 1, 2003... Retailers are increasingly "calling the shots" from the products. that go into their stores to the packaging the products come in. In some categories, this shift means that marketers must appeal to the store buyer, foremost. Toys is one...

Will consumers pay more for 'green' packaging? Yes ... suggests research comparing bio-based plastic containers to packaged fresh spices, organic foods and nutrition labeling.
July 1, 2003... Consumers say they favor 'green' or more environmentally friendly packaging. But will they pay a premium for this type of package? Recent research suggests that many consumers will accept the higher cost. Cargill Dow sponsored the...

Packaging for speed in C-stores: Deli Express emphasizes shelf impact over appetite appeal to bring fast attention to its new line of ready-made sandwiches.
July 1, 2003... Deli Express is the No. 1 marketer of sandwiches in U.S. convenience stores, producing and shipping more than one million sandwiches each week. It faced this challenge: Get a new line of sandwiches noticed quickly in C-stores. The Eden...

Getting a piece of the lifestyle-appeal pie.(Market Data)
July 1, 2003... Frozen pie shows how effective a change in the brand message can be in rejuvenating what some had perceived as a stagnant category, when the new message reflects changing lifestyles. It's been no secret in recent years that many...