Brand Packaging articles from July 2007

Brand Packaging archives from July 2007

A little (loyalty) goes a long way.
July 1, 2007... I came across an interesting statistic while doing research for this month's issue on simplifying the in-store experience: a full 90 percent of consumer products launched each year fail, according to Citibank Group. An over-proliferation...

Coming soon to a retail theater near you: our society is increasingly interactive. Some of the world's best-selling consumer products are interactive. So why shouldn't your brand's packaging be?
July 1, 2007... I've said it before. Packaging, at its best, refers back to the brand and leverages its chief assets. It also has the power to become the most important customer touchpoint--making the brand tangible by placing it in customers' hands. ...

A new look at the stick pack.(EMERGING TECHNOLOGY)
July 1, 2007... Thirty years since its debut, the stick pack has gone mainstream. But many marketers who could differentiate themselves with the format barely notice stick packs because they have become ubiquitous. [ILLUSTRATION OMITTED] So what...

Accentuate the positives: in a retail landscape punctuated by over-proliferation and over-communication, brands must communicate clearly.(GETTING IT RIGHT)
July 1, 2007... When shopping in our local grocery store, we're on auto-pilot, cruising up and down the aisles, buying what we always buy. That is, unless another brand or product is on sale or has replaced our usual choice, or a child is nagging for something...

Shh ... and you just might be heard: in the sea of "disruptive" strategies, there is hope for the quiet leader.
July 1, 2007... As an impressionable 19 year old in my first co-op assignment at a $50 billion consumer goods giant, I was introduced to many of the values and leadership qualities that made the company such a success. One that stuck with me was "seek first to...

Stand-out sauce.(MATERIAL UPDATE: GLASS)
July 1, 2007... Bertolli chose a glass package to showcase the product's premium image and differentiate it in the highly competitive pasta sauce category. The silhouette of a Bertolli Olive Oil bottle was used as inspiration for creating a new pasta sauce...

Bubbly, to-go.(MATERIAL UPDATE: GLASS)
July 1, 2007... One Fo(u)r (one-fourth of a bottle) Brut and Rose Minis are portable champagne splits designed for the young, style-conscious consumer. These miniature bottles from Champagne Nicolas Feuillatte sport a colorful strap that facilitates...

Pomegranate power.(MATERIAL UPDATE: GLASS)
July 1, 2007... [ILLUSTRATION OMITTED] Fruttzo Organic Pomegranate juices are packaged in 12-ounce glass bottles decorated with applied ceramic labeling. Custom-designed contoured bottles are stocked cold in the produce section and are available in four...

Tea for two, plus ...(MATERIAL UPDATE: GLASS)
July 1, 2007... Fans of POM products in glass containers need not fret over recent forays into plastic packaging. The brand has just introduced a 46-ounce glass package every bit as elegant as the original single-serve bottles. Black and green teas are...

Pretty in pink.(MATERIAL UPDATE: GLASS)(Nuvo )(Brief article)
July 1, 2007... [ILLUSTRATION OMITTED] Nuvo is an ultra-premium effervescent blend of French vodka, French sparkling wine and exotic fruit nectar. The pink-colored spirit is packaged in 200-mL and 375mL glass bottles inspired by perfume packaging....

Limited-edition lager.(MATERIAL UPDATE: GLASS)
July 1, 2007... [ILLUSTRATION OMITTED] Intended for sharing, Michelob Celebrate is packaged in elegant, 24-ounce custom glass bottles that feature pressure sensitive labels. The limited-edition lager is available during the winter holiday season in...

Brand redesign elevates perception, delivers results.(BRAND NEW)
July 1, 2007... Toys are serious business. The landscape consists of a dizzying array of brands--all fighting for a piece of an estimated $20 billion market. Top Shelf Holdings, distributor of Heritage Playsets and several other toy lines, recently set...

A watershed moment for Mountain Valley Spring Company: package redesign helps 136-year-old water brand flood new channels.
July 1, 2007... [ILLUSTRATION OMITTED] Mountain Valley Spring Company has long targeted the home and office delivery market. But a recent packaging redesign, intended to reinvigorate the 136-year-old water brand, is heralding a move into restaurants and...

Building a better BullFrog: eye-catching new bottles have increased this popular sunblock's market share.
July 1, 2007... BullFrog holds a premiere spot in the sun protection marketplace. But the position wasn't always so secure. The brand of popular sun block products enjoyed steady growth until about 2005, when sales began to flatten and its premiere ranking...

Heineken slims down.(MARKET-DRIVEN INNOVATIONS)(Heineken USA to release Premium Light Beer in a 12-ounce slim can)(Brief article)
July 1, 2007... Heineken USA has released Heineken Premium Light beer in a 12-ounce slim can. The brand says the new format gives beer drinkers more choice and an opportunity to trade up. Andy Glaser, director for Heineken Brand, Heineken USA, explains,...

Ice cream. Clearly.(MARKET-DRIVEN INNOVATIONS)
July 1, 2007... Swirls, a new line of ice cream that just launched for Breyers, takes advantage of new technology that churns ice cream with a variety of toppings. Smith Design (www.smithdesign.com), a brand design firm with offices on both coasts, created the...

Bring home the (fresh) bacon.(MARKET-DRIVEN INNOVATIONS)
July 1, 2007... [ILLUSTRATION OMITTED] Oscar Mayer Center Cut Bacon now comes in a "stay-fresh" reclosable tray, a storagefriendly package that is said to keep the last slice of bacon as fresh as the first. "We listened to people's concerns about...

New face for pet products.(MARKET-DRIVEN INNOVATIONS)
July 1, 2007... [ILLUSTRATION OMITTED] Spectrum Brands' 8 in 1 has launched a new line of packaging for its Target-branded bird and small animal foods. With designs from New York-based Disc Graphics (www.discgraphics.com), the new packaging elevates the...

Going beyond organic.(MARKET-DRIVEN INNOVATIONS)
July 1, 2007... [ILLUSTRATION OMITTED] Lucini Italia has teamed up with Manhattan-based design agency Miloby Ideasystem (www.miloby.com) to create packaging for its limited production, single-estate Tuscan organic olive oil. "Being certified 100 percent...

"Cool" look for champagne.(MARKET-DRIVEN INNOVATIONS)(Brief article)
July 1, 2007... [ILLUSTRATION OMITTED] Champagne Piper-Heidsieck offers retailers nationwide a "cool" new way to merchandise their champagne --the Piper-Heidsieck Cool Box. The brand's Brut champagne now comes encased in a durable, anti-sweat red reusable...

Losing out in the in-store chaos? A strategy to simplify the shopping experience is the key to building your brand at retail.(Cover story)
July 1, 2007... You're a seasoned brand marketer --you've covered your bases. Right product? Check. Right place? Check. Right time? Check. So why do so many of your customers have difficulty finding your brand, shopping your brand and, sometimes, even giving...

Cultural design.(SOUTH AFRICA)(South Africa's Rooibos Tea from Kromland Farm )(Brief article)
July 1, 2007... South Africa's Rooibos Tea from Kromland Farm has a new look courtesy of London-based brand identity and design firm Pearlfisher (www.pearlfisher.com). The design brief focused on creating a premium pack that conveyed a rich heritage, rooted in...

For those about to rock.(SWEDEN)(Swedish rock group The Ark to offer copies of latest CD in a special cover)(Brief article)
July 1, 2007... Swedish rock group The Ark will offer the first 5,000 copies of its latest CD in a special cover, called JakeBox. Made of 100 percent paperboard, the system holds the disc in place with a folded "claw" when the cover is closed, and releases the...

Clear view for olives and peppers.(PERU)
July 1, 2007... [ILLUSTRATION OMITTED] Many brand owners are turning to glass packaging as a way to add a premium look and feel to their products. At the leading edge of this trend are two Peruvian brands. Traditionally, Peruvian olives have been exported...

Wine label is head over heels.(ARGENTINA)
July 1, 2007... In a bold move to promote its new line of wines from south of the equator, Don Sebastiani & Sons released Kono BarU-complete with an upside down label. "It's well known that we like to market our wines with nonconforming labels," says...

Following up on developing trends.
July 1, 2007... YOU ARE WHAT YOU EAT (AND DRINK) There's no escaping the growing emphasis on health and wellness among American adults. And food manufacturers and retailers are responding by creating healthier products, and packaging those products so that the...