Brand Packaging articles from June 2003

Brand Packaging archives from June 2003

Packaging: a home accessory.
June 1, 2003... How would you like to take on Colgate-Palmolive, SC Johnson and Procter & Gamble? That's exactly what Adam Lowry and Eric Ryan, Co-founders of Method Home Care, have done. The two entrepreneurs are reinventing the household cleaner...

Automotive-aftermarket brands segment users to fuel growth: marketers use package design and product kits in 'clutch bags' to attract women and bilingual labels to appeal to Hispanics.(Cover Story)
June 1, 2003... To shift sales of automotive-aftermarket products, marketers are using consumer demographics to target select groups. In particular, packaging designed with women in mind is helping to drive the category. Packaging tailored to appeal to...

Candy packaging sweetens the pot. (Emerging Technology).
June 1, 2003... Some of the most powerful brands from the early 20th century are confectionery products--Life Savers, Mars, Hershey's and Nestle. Much of the packaging forms used for these venerable brands are actually extensions of the first packaging...

Xbox's evolving brand strategy: changing the rules of the game: Xbox built instant trust with gamers. More offerings added users. What's next? Tapping into the 'digital entertainment lifestyle.'.
June 1, 2003... Microsoft's Xbox brand strategy is moving faster than pro skateboarder Tony Hawk in a high-skills videogame. But the marketer of videogame hardware and software knows where it's heading: at the nexus of home entertainment. "We're evolving...

Seven warning signs your culture is hurting your package: you have a design concept and the right team in place. How can you tweak your corporate culture to pull all the pieces together?
June 1, 2003... Your company's "culture could be stifling your ability to develop desired brands. If this situation describes your approach, consider one of the major marketing implications: You have capped your potential for building desired brands...

Neatness counts in packaging, too: 'drink boxes' and liquid pouches offered convenience. But they had an unexpected usage. Kids turned them into squirt guns. (Marketing Misfires).
June 1, 2003... Invent a product that requires wiping up a mess after each use, and you're likely stuck with a failure. But create a product that makes people's lives less messy, and you'll enhance your chance for success greatly. When "drink boxes" first...

Contoured plastic containers 'wow' on shelf, boost brand equity: lemon-shaped bottle allows consumers to 'squeeze' the juice from the fruit. Inventive dish-soap package acts a home accessory.
June 1, 2003... An unusual package shape wins on many fronts. It can differentiate your brand from competitors on the shelf, and blaze a new trail in your product category. Curious shapes can stop busy shoppers in their tracks, getting your brand noticed...

Brand-building materials take center stage at PACK EXPO Las Vegas 2003. (Show Preview).
June 1, 2003... Innovations in brand-building containers and materials will be on display in a special pavilion at PACK EXPO Las Vegas 2003, scheduled for October 13-15 at the Las Vegas Convention Center. Sponsored by the Packaging Machinery Manufacturers...

Make your brand the 'star of the show': resist the temptation to 'tell all.' A single message and unique trade dress can break through consumers' 'barrier of indifference.'.
June 1, 2003... Simple communication ranks among the toughest package-design challenges. The urge is strong to explain every product benefit and use every square inch of the package to do it. Resist this urge, unless you know that consumers really do want...

Pull-ring closure facilitates senior-friendly pouch packaging. (Outside the Box).
June 1, 2003... As the number of elderly consumers grows, brand marketers should pay special attention to packaging for seniors. Opening a package requires considerable strength, dexterity and cognitive skills. Many elderly consumers find this task very...

Storage friendly: the next purchase-driver 'hot button': new research finds that packaging that economizes space would influence the purchase decision of more than half of consumers.
June 1, 2003... If you want to move to the leading edge of the consumer-friendly trend, pay closer attention to how your packaging fits in the refrigerator/freezer, pantry or even a desk drawer. While easy-use packages remain important to consumers, new...

Take this brand IQ test: think your brand is in great shape? Here are six critical areas to evaluate the health of your branding and packaging strategy.
June 1, 2003... Successful marketing is a function of the six pertinent "P" words: * Positioning * Packaging * Promotion * Persistence * Persuasion * Performance Below is a quick and easy self-assessment test to see how you're...

Market-driven innovations: flip-to-mix, dual-chamber bottle serves up portability and convenience. Spray dispenser gives shoes shot of freshness.(Productscan Online)(Brief Article)
June 1, 2003... 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...

Lolita injects home-decor dimension in cosmetics aisle.(Lolita Lempicka Ladybug Set)(Brief Article)
June 1, 2003... Sephora, San Francisco, joins the home-decor packaging parade with the Lolita Lempicka Ladybug Set. Both the primary and secondary packaging double as decorative pieces. The perfume's paperboard carton comes wrapped in a bow and displays...

Dual-chamber mixing bottle targets active lifestyles.(UmixPro Mix On-the-Go NutriBottle)(Brief Article)
June 1, 2003... One limitation of mixes is that they often can't be prepared easily while on the go. UmixPro Mix On-the-Go NutriBottle, from Umix Inc., Colorado Springs, Colo., provides one solution to this challenge. The 16-ounce plastic bottle features a...

Kick the foul-smelling shoe habit with spray dispenser.(Kiwi Fresh Force)(Brief Article)
June 1, 2003... Foul-smelling shoes are one of those social sins that everyone would like to control. But when that moment arrives, how can you give your shoes a "cleaning" discreetly? Sara Lee Household and Body Care USA, Exton, Pa., offers one potential...

All-in one kit takes fuss out of women's shaving.(Schick Intuition)(Brief Article)
June 1, 2003... Pfizer Inc., Milford, Conn., could win an edge on the shelf by taking convenience to the next level in women's razors with Schick Intuition. The refillable one-step razor and related accessories eliminate the hassle of shaving "set-up"...

Three marketers build brands that last: each leverages packaging to develop a brand identity that adapts to market changes. The identity is memorable and secure.(4C Foods Corp., Florida's Natural Growers, Landshire Inc.)(Company Profile)
June 1, 2003... Like the human face, a package can project strength and certainty. But it can also age with alarming results. When your packaging falls behind the curve, you risk becoming irrelevant to consumers who have been loyal to your brand. The...

Following up on developing trends.(customized labels)(Brief Article)
June 1, 2003... Often, after we print an article in BRANDPACKAGING, we receive added information on a trend we've identified. Here is more on a recent trend. MARKETER SELLS THE LABEL AHEAD OF THE WATER Customized labels with images or names of...