Brand Packaging articles from July 2004

Brand Packaging archives from July 2004

Embracing imperfection.
July 1, 2004... Trying to figure out your core consumer is a daunting task. One reason is the "yin" and the "yang." We live in a world of paradoxical trends, says Robyn Waters. Waters is the Executive Director of Trending and Consumer Experiences at LAGA, a...

Convenience products deserve convenient packages: shouldn't your easy-to-use product be in an easy-to-use package?
July 1, 2004... * "We're helping brand owners create a perfect combination of product and package," says Robert Hogan, Director of Sales and Marketing for Zip-Pak. "Our customers are realizing that their easy-to-use products--sliced meats, pre-washed and...

'Open-and-shut' convenience tops food, beverage packages.(Emergency Technology)
July 1, 2004... Closures help protect the contents inside food and beverage packages. But consumers favor them most for their easy open, dispensing and reclosing features. Here's a rundown of handy closures across multiple package types and product...

New angles in folding cartons: nifty shapes redefine paperboard packaging. Intriguing tactile finishes encourage consumers to pick up and feel the 'box.'.
July 1, 2004... Across various consumer goods categories, brand owners are exploring nontraditional shapes for their paperboard packaging. Meanwhile, many are incorporating "touch-friendly" textures that encourage consumers to pick up the packages "Our...

Crunch time for snack packaging? As 'me-too' brands flock to the low-carb trough, skillful marketers of snacks (and other foods) have a window of opportunity for true differentiation.
July 1, 2004... "Anti-obesity" and "low-carb" may be among today's hot messages for consumers, but this is also a time of grand opportunity for snack food marketers. While many snack rood brands continue to use packaging primarily to trumpet ubiquitous...

Nostalgic labels keep the suds flowing: Helmar Brewing steps up to the plate in the beer aisle with a line of baseball-legend brews that appeal to sports collectors.
July 1, 2004... The U.S. beer market is crowded and competitive. This is more evident than ever as Anheuser Busch and Miller Brewing take swipes at each other in television commercials. But room still exists in this category for an upstart marketer to...

Refresh your brand with contoured packaging: using the latest technology to move products off the shelves.
July 1, 2004... Marketers know the value of packaging. After all, seven out of ten purchasing decisions are made at store shelves--driving the need to differentiate brands through packaging. Many marketers, however, may not be aware of the full range of...

Market-driven innovations: marketer hits on another 'sweet' innovation--the table dispenser. Ethylene gas absorber aims to extend shelf life of fruits, vegetables.(Brief Article)
July 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...

Tablet dispenser extends sweetener's usage occasions.(Market-Driven Innovations)(Brief Article)
July 1, 2004... Merisant Co. has a reputation as a packaging innovation leader in sweeteners. It reinforces this position by introducing its Equal brand of sweetener in tablet form. Packaging takes tabletop sweetener out of the kitchen and makes it...

Gas-absorbing 'shells' could reduce spoilage.(Market-Driven Innovations)(Brief Article)
July 1, 2004... Both marketers and consumers have long grappled with the challenge of keeping fruits and vegetables fresher longer after they arrive home from the store. East Wind Distribution, Evanston, Wyo., believes it has come up with one solution for...

Wipes bring convenience, portability to dish soap.(Market-Driven Innovations)(Procter & Gamble)(Brief Article)
July 1, 2004... Procter & Gamble adds to the wipes trend in the dish detergent category with Dawn Wash & Toss. Twenty disposable wipes, infused with dish liquid, come in a clear, thermoformed tub that uses a proprietary source of polyethylene terephthalate....

The way to a woman's heart: ignoring her as chief purchase decision-maker limits sales--even in 'masculine' products. Foremost, make a difference in her life.
July 1, 2004... If women aren't at the forefront of your thinking in marketing and package design, you're missing opportunities for sales. Far more often than you may think, women make the purchase decision. Even in "manly" categories such as hardware. ...

'Pulling the trigger' on an inventive package design for men's body wash.(Outside The Box)(Product/Service Evaluation)
July 1, 2004... In the last decade or so, marketers have sought to enhance the effectiveness of body wash products by promoting their use with an applicator pad or "poof." Female body wash brands occasionally feature an applicator pad as a premium. But...

Is packaging meeting the needs of aging baby boomers? Stand-up pouches and pop-top lids offer convenience. But some seniors dislike these packages due to legibility and opening concerns.(Outside The Box)
July 1, 2004... The age boom isn't just on the horizon anymore. It's here, offering marketers an opportunity to win aging consumers with "senior-sensitive" packaging and marketing messages. That means moving out of a mindset that pays only as much...

P-O-P displays that sell: adding dispensing to a display gives your brand a one-two punch in the store aisle and helps to convert shoppers into buyers.(oint of purchase displays)(Point of purchase)
July 1, 2004... It's tough to get your package noticed in the crowded retail environment. Point of purchase displays are one way to break through the clutter and call attention to your product. But what type of P-O-P display is best for your packaging?...

First aid courts kids' influence.(Market Data)(Brief Article)
July 1, 2004... The right package could land your product a preferred position on the store shell, making it more visible and leading to higher sales. Current merchandising practices in first-aid products, particularly adhesive bandages, seem to reflect...