Brand Packaging articles from March 2007

Brand Packaging archives from March 2007

Back to the future.
March 1, 2007... As the editor of BRANDPACKAGING, I spend much of my time speaking with brand managers who are constantly evaluating and re-evaluating the brands they direct. Often, I have the chance to experience, through their eyes, the journey of rebranding...

Sensory packaging: branding that makes sense(s): in today's competitive retail environment, many brands engage multiple senses in an effort to connect with consumers.(Cover story)
March 1, 2007... For years, brands have perfected the crunch of their food product, the color of their logo, or their product's memorable jingle in an effort to draw in new customers and create a loyal base. Sensory branding--engaging senses to successfully...

Sensory packages deeply connect with consumers.
March 1, 2007... Each day, marketers in the world of fastmoving consumer goods (FMCG) and consumer packaged goods (CPG) wrestle with the very real challenge of breaking through commercial clutter. Clutter in the marketplace takes the form of tens of thousands...

Officemax: the pen is mightier as a store brand: when office workers reach for a writing tool, OfficeMax is hoping it will also be a TUL.
March 1, 2007... A private label brand that OfficeMax rolled out in July 2006. TUL (pronounced "tool") currently consists of a few basics: several kinds of pens, along with dry-erase markers and erasers. But the Naperville. Ill.-based retailer plans to expand...

"Better than delivery" pizza packaging doesn't dissappoint.(BRAND NEW)
March 1, 2007... Think back to the days when you would gaze eagerly at the photo of a robust, appetizing pizza only to slide a frozen, flimsy version out of the box instead. That disconnect doesn't cut it with consumers anymore, and pizza brands are investing...

St. Ives, naturally: Alberto-Culver reclaims brand's "natural" heritage without losing the "Swiss.".
March 1, 2007... The St. Ives brand is a familiar one for women who shop the skin-care aisle of mass merchants. But in the competitive world of personal care, familiarity is not enough for a brand to succeed. Recognizing this market truth, brand owner...

Structural strategies: it's about building your brand.
March 1, 2007... At its best, packaging refers back to the brand and leverages its chief assets. It also has the power to become the brand's most important customer touch point. Effective packaging makes products tangible and communicates the brand promise...

Labels in the limelight.
March 1, 2007... Whether you've selected a shrink-sleevelabel for its wraparound billboard effect or a clear pressure-sensitive label for that "no-label look", you probably realize that labels can do much more than simply communicate your product's attributes...

Chinese import.(MARKET-DRIVEN INNOVATIONS)
March 1, 2007... Two years after it acquired the Chinese beer brand, Anheuser-Busch has started importing Harbin Lager into the United States and United Kingdom in packaging that reflects the host country's traditions. A transparent rice paper wrap, with...

Newfound energy.(G Pure Energy)(Brief article)
March 1, 2007... A unique take on a rapidly growing product category, G Pure Energy has launched to fill the void for high-end energy drinks (who knew?). Created by the maker of Norway's VOSS Artesian Water-an equally premium water brand-G Pure Energy is a...

Fire it up.(CharCones)(Brief article)
March 1, 2007... Stephens & Company recently introduced CharCones, a product that simplifies the process of lighting charcoal briquettes. The single-use container of charcoal is placed directly on the grill and then lit; the bottom portion is molded pulp...

Quenching derby fever.(MARKET-DRIVEN INNOVATIONS)
March 1, 2007... Whiskey-based mint juleps are the cocktail of choice at the Kentucky Derby. So it's only natural that Woodford Reserve, the official bourbon of the "biggest two minutes in sports", has released a 2007 Derby bottle- the ninth in a series of...

McD's casting call.(MARKET-DRIVEN INNOVATIONS)
March 1, 2007... In mid-March, McDonald's unveiled packaging featuring 24 consumers selected from an online global "casting call," which received 13,000 entries. Starting in the United States and Canada, the new faces will be featured on McDonald's cups and...

A Wrigley sensation.(MARKET-DRIVEN INNOVATIONS)
March 1, 2007... Though the confectionary business has been trending toward pellet and tab gum formats, Wm. Wrigley Jr. Company unveiled "5", a sugar-free chewing gum in stick form that will launch nationwide in early July. Martin Schlatter, Wrigley's chief...

Heritage brand looks to the future.(SWITZERLAND)
March 1, 2007... The oldest deodorant brand in the world is looking to the future. Once packaged in small tin cans in the late 19th century, Mum roll-on deodorant is now housed in classically restyled containers with clear and black glass supplied by the...

Personal care line for kids adds element of fun.(SPAIN)
March 1, 2007... Imagicare is a line of personal care products designed to help kids acquire good hygiene habits through play with their parents. Brand owner Laboratorios Dermofarm's mission: "We believe that learning to take care of oneself can be an exciting...

Following up on developing trends.
March 1, 2007... Looking to the past for marketing inspiration is nothing new. The "rise of retro" can likely be credited to boomers pining for the brands of their youth. But experts say the trend is also a consequence of our increasingly turbulent society We...