Brand Packaging articles from March 2003

Brand Packaging archives from March 2003

Smarter, faster, cheaper.
March 1, 2003... Digital workflow systems help brand marketers to speed up their package design and review processes. This shortens time to market. Plus, the online electronic delivery of files eliminates overnight mail costs. Hasbro, a maker of toy...

Embracing technology's powers to create multi-sensory experiences: packaging offers a vehicle for more `touchpoints' with increasingly `tekkie' consumers. But stay true to your brand promise.(marketers use technology to improve packaging)
March 1, 2003... Consumers are becoming more adept and comfortable using technology. But few marketers are leveraging it to engage all consumer senses and truly bring their brand to life. Powerful digital and interactive technologies offer an intriguing...

Barrier coatings fortify plastic bottles. (Emerging Technology).
March 1, 2003... Plastic packaging continues to gobble up more uses in food and beverage products. Some of this growth comes from advancements in barrier technology. The barrier properties of packaging may deal with gas transmission, water vapor or flavor...

Using consumer insights to guide package design: traditional research can give you answers. But also find unique ways to become intimate with your target audience.
March 1, 2003... The best way to find out what consumers want in your packaging is to ask them. But how you study your target groups can take many forms. Brand marketers use a variety of research methods to uncover consumers' unmet needs and to help guide...

Online consumer research validates brand strategy: but it also works as a promotional tool to support the product launch. Newspapers quote the study, creating brand awareness.(Perry's Ice Cream Company Inc. markets Indiscretion ice cream brand as sensual)
March 1, 2003... Consumer research and other insights helped Perry's Ice Cream to enter the "superpremium" ice cream category and capture a niche not occupied by big-name competitors. Most marketers of superpremium ice creams stress their special "addins"...

Convenience isn't always convenient: towelettes may work again and again. But the packaging doesn't permit reuse. Consumers feel they're wasting product and money. (Marketing Misfires).
March 1, 2003... How can you give consumers a more convenient way to accomplish a task? "Controlled application" products like metered room sprays, charcoal lighter briquettes and towelettes offer one solution. Unfortunately, many of these types of products...

Pet-food brands sight the `moving target': winning strategies acknowledge pets' evolving needs while also understanding the retail landscape. Are you `life-stage' or `taste'?
March 1, 2003... Many product categories have become so fragmented that it can be difficult to pinpoint the "target" consumer. But a model seems to have emerged in pet food that could also serve as a blueprint for brands in other glutted categories. The...

Leapfrog takes big leap forward with rebranding program: educational toy marketer hops onto the color green to create a consistent brand identity across its expanding product line.
March 1, 2003... LeapFrog Enterprises, an educational products company, has been growing by leaps and bounds. But it had growing pains with a rapidly expanding product portfolio. Also, competitors were emulating the look and feel of its packaging, creating...

Dipping cup tops off portable canister. (Outside The Box).
March 1, 2003... Cup packaging offers consumers a convenient way to munch on bite-size salty snacks and candies. Even the fast-food sector recognizes this opportunity. Many foodservice outlets offer healthy food options--such as parfaits and salads--in clear...

In-pack CD demystifies use of high-tech electronics: compact disc puts a customer service `rep' in every package. It also reduces consumer phone calls to toll-free hotlines.(CD manuals)
March 1, 2003... Consumers love their high-tech electronics and are anxious to operate these gadgets once they get them home from the store. They're so eager that many skip reading the instruction manual. This leads to frustration when consumers can't figure...

Decorative effects take `tins' to new heights in shelf impact: reflectivity puts your graphic designs in a `new light.' `Windowed tins' let consumers see the product, driving sales.(metal packaging)
March 1, 2003... In their quest to signal perceptions of premium quality, marketers in more categories are using metal packaging. These containers, sometimes referred to as decorative metal "tins," have splashed onto the scene for products from crayons to golf...

Should package design respond to shifting societal values? Balance contemporary language with a consistent expression of your brand's values to stand the test of time and remain relevant.
March 1, 2003... Should packaging design respond to changes in the values of a society? Or will a design that stands the "test of time" answer marketers' needs? Research conducted by Claessens Product Consultants, The Netherlands, in conjunction with the...

`Ice cream' tub signals premium quality seafood: package structure, colors and graphics help upstart brand carve out upscale niche and stand out in a sea of entrenched competitors.(Azure Waves Seafood)
March 1, 2003... Every brand marketer wants to be the big fish in a small pond. But what do you do when you're the small fish in a big pond? The answer for Azure Waves Seafood lies in its packaging and branding strategy. In 2002, the company launched a...

Theft in check--and sales up 20%: clamshell moves Coty brand out of the locked cosmetics case.(new fragrance packaging reduces retail theft)(Brief Article)
March 1, 2003... Can packaging help a cosmetics brand increase sales 20 percent while meeting retailer requirements for deterring theft? The answer is yes, when the packaging encourages impulse sales and makes opening difficult. Pilferage cost Coty...

Market-driven innovations: heat-sensitive label's value-added proposition supports imported beer's premium position. Ooze-control tip regulates cream's flow.
March 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...

Packaging fees coming in Canada.(Brief Article)(Industry Overview)
March 1, 2003... Increasingly, marketing your brand outside the United States requires that the packaging comply with complex, rapidly changing regulations. One looming set of regulations threatens to complicate marketing efforts in Canada. Beginning in...

Convenience flowing in bottled water. (Market Data).(importance of role of packaging in bottled water)(Industry Overview)
March 1, 2003... If you want evidence to support the statement, "the package is the product," look no further than the ultimate commodity product--bottled water--with 349 brands on the shelf. Packaging that oozes portability and convenience is essential for...

Following up on developing trends.(inexpensive, custom packing)(Brief Article)
March 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. CUSTOM HBA PACKAGING, ON A TIGHT BUDGET Small brands struggle to compete with "name" brands...