Brand Packaging articles from July 2006

Brand Packaging archives from July 2006

Left brain, take five.(Dan Pink at the Brand Packaging meeting)(Editorial)
July 1, 2006... In the 1980s, Gordon Gecko told us that greed was good. The pinnacle of success was a cowboy stockbroker in an Armani suit. And justification for higher education consisted of a Porsche parked next to a DeLorean parked next to a Ferrari in a...

Architecting brands to soar above private label: a diligent focus on strategy can help national brands compete against increasingly sophisticated store brands.(Cover story)
July 1, 2006... It's no secret that you're operating in a Target and Starbucks world where retailers wield the power. Not only are they tinkering with your brands, they're also pumping up their own brands to increasing levels of cache. Without a doubt,...

Winning at retail--and against retail: four shelf strategies to help fend off encroaching store brands.
July 1, 2006... Over the past several years, we've seen a revolution in the packaging strategies of store brands, which are increasingly breaking from their "copycat" approaches and, instead, are developing design directions that match the quality and...

Battle of the me-too brands: with private label competition on the rise and more SKUs than ever on the shelf, CPGs are fighting to preserve trade dress rights.
July 1, 2006... Don't innovate. Emulate. That's long been the hallmark of many private label lines. So why is it that, when so many retailers are beginning to place more emphasis on branding their private label wares, so many are still turning out me-too...

Hooked on retail: popular supplemental education brand explores its potential with an aggressive, but balanced, retail strategy.(Hooked on Phonics)
July 1, 2006... There's a lot of room for improvement when your packaging is simply a brown corrugated box. That's not to say that such a box didn't serve Hooked on Phonics well--protecting its educational products through shipping during the 17 years the...

Smartwater raises its packaging IQ.(BRAND NEW)
July 1, 2006... Glaceau is celebrating expanded distribution of its electrolyte-infused smartwater brand with a packaging redesign. NY-based design firm Moxie[TM] undertook the refresh, which better establishes the brand's personality and conveys its...

Consumers not boxed in by wine packaging: with more premium offerings entering the box format, Americans are beginning to think outside the bottle.
July 1, 2006... In the past few years, a host of American wineries have joined a global trend in packaging their products in boxes. In Sweden, 65 percent of wines sold are in the box format, according to ACNielsen data. In Australia, the figure is 52...

The power of packaging: underleveraged and misunderstood.(GETTING IT RIGHT)
July 1, 2006... In the fast-moving CPG sector, it seems like most innovation initiatives have centered on product formulation. But even if these strategies are driven by consumer desire for more product variety, the resulting over-proliferation of product...

Anti-spill package delivers value.(OUTSIDE THE BOX)(medication and hair care products packaging)
July 1, 2006... Packages containing medication or expensive hair care products are frequently prone to spilling. Combine the small footprint that is required for the bathroom cabinet with the numerous small, slippery surfaces that these products are placed on...

Missing it by that much.(MARKETING MISFIRES)(pouches)
July 1, 2006... I can't be the only one! The advent of reclosable strips on pouches has been followed by a wave of modifications to these closures. Manufacturers have worked to make them "more convenient" or to offer an easier, tighter seal that better...

Fit for the fridge.(MARKET-DRIVEN INNOVATIONS)(Heinz Fridge Door Fit)(Brief article)
July 1, 2006... For some families, ketchup is a food group. That's why Heinz has introduced the Fridge Door Fit, a 46- and 64-ounce bottle with a compact shape that sits nicely inside what most families find to be the ever-open fridge door. Ethnographic...

Oval-joyed.(MARKET-DRIVEN INNOVATIONS)(Kleenex Expressions Oval line boxes)(Brief article)
July 1, 2006... Pleased with the best-selling status of the oval-shaped container it launched last holiday season, Kleenex is introducing an everyday version nationally on September 1st. The Kleenex Expressions Oval line features nine designs with graphic...

A simple touch.(MARKET-DRIVEN INNOVATIONS)(Crisco Simple Touch cooking spray)(Brief article)
July 1, 2006... Anything that makes cooking easier is much more likely to enter the consideration set for shoppers these days. That's the hope Crisco has for its new Simple Touch cooking spray, which is housed in an aerosol can featuring what the brand calls a...

Ben & Jerry's in a glass.(MARKET-DRIVEN INNOVATIONS)
July 1, 2006... Ben & Jerry's has licensed with PepsiCo to launch a line of refrigerated milkshakes this summer in glass bottles designed by 4Sight Inc. (www.4sightinc.com) and manufactured by 0-1 (www.o-i.com). Though it marks Ben & Jerry's first licensing...

Still makes "festive" pop.(MARKET-DRIVEN INNOVATIONS)(Don Sebastiani & Sons introduced closure)(Brief article)
July 1, 2006... In what might be the first instance of naming a wine for its packaging, Don Sebastiani & Sons released Plungerhead in March. The Dry Creek Valley zinfandel is named for a "zork" closure from Australia (www.zork.com.au) composed of a...

Throwing a curve to other juice brands.(CZECH REPUBLIC)
July 1, 2006... Though Toma has been the leading juice brand in the Czech Republic, Slovakia and Poland for many decades, it had lost some ground in recent years. Brand owner Pepsi Americas decided an overhaul was in order, and executed a package redesign to...

Trading up for ice cubes.(UNITED KINGDOM)(Blue Keld's ice cube packaging)(Brief article)
July 1, 2006... Tap water ice cubes are so last year; if you want to chill your premium beverage, only a premium ice cube will do. "People who invest in quality beverages, such as high-end whisky and natural mineral waters, do not want to compromise the...

Breakfast cereal is ready to pour.(FRANCE)(DANONE Group introduced Lu Petit Dejeuner Mini Biscuits cereal )(Brief article)
July 1, 2006... Danone recently launched its Lu Petit Dejeuner Mini Biscuits cereal in a gable-top carton more commonly associated with liquids like juice or milk. The Tetra Rex (www.tetrapak.fr) carton is recloseable by way of a plastic clip that extends...

Following up on developing trends.(Del Monte Foods Co. in association with Sesame Workshop introduced "Healthy Habits for Life Initiative" program)(Brief article)
July 1, 2006... There's no escaping the growing emphasis on health and wellness among American consumers. And food manufacturers and retailers are responding by creating healthier products and packaging those products so that health benefits are in the...