Brand Packaging articles from May 2004

Brand Packaging archives from May 2004

Multipacks: when less is more for the retailer.(Brief Article)
May 1, 2004... Retailers, such as mass merchandisers and club stores, like multipacks for several reasons. These bundles offer extra value for consumers and a bigger canvas for package graphics (see our "Multipacks" article on page 23.) Retailers are...

Six steps to powerful promotional packaging: on-pack, in-pack and other types of promotions lift sales. But these campaigns work best when they build brand equity, too.
May 1, 2004... In-pack, on-pack, contests and other types of promotions are "shouting" in greater numbers across many different aisles of the store. Marketers are turning to promotional packaging because it: * Adds value to a brand. * Grows...

Bunny logo hops ahead of the eco-friendly pack: the right message and audience give Annie's Homegrown a 25% premium in pasta meals. Psychographics play a key role.
May 1, 2004... Can a niche brand charge a 25 percent premium over national competitors at retail and sustain double-digit sales growth? At Annie's Homegrown, the answer is "yes." To the casual observer, the Wakefield, Mass., company appears to be just...

Refresh your brand with contoured packaging; using the latest technology to move products off the shelves.(Advertorial)(Thermoform fill-seal packaging)
May 1, 2004... Marketers know the value of packaging. After all, seven out of ten purchasing decisions are made at store shelves--driving the need to differentiate brands through packaging. Many marketers, however, may not be aware of the full range of...

Multi-phase plastic may usher 'smart' food and drug packaging.(Emerging Technology)(CSP Technologies)
May 1, 2004... Three-component plastic has quietly revolutionized pharmaceutical packaging. Diabetics are familiar with their daily routine of opening unit-portion packages of blood glucose test strips to evaluate their blood sugar levels. With...

Making money two-fold from trash; natural plant food uses recycled soft drink and water bottles to reinforce its eco-friendly branding strategy.(TerraCycle Inc.)
May 1, 2004... Many brands tout an environmentally friendly message, but TerraCycle plant food may be the ultimate organic product. TerraCycle Inc., Princeton, N.J., makes its all-natural fertilizer from trash, and packs the liquid product in recycled,...

Multipacks: no-frills containers mature into marketing powerhouses; they respond to club stores and mass merchandisers. But marketers who are succeeding understand individual retailer tactics.
May 1, 2004... If you think multipacks are no frills, one-size-fits-all product bundles, Lake a closer look. It could spell the difference between winning and losing in some distribution channels. Multipacks are evolving from plain trays, often wrapped in...

Personal-care brands aspire to pamper men; many personal-care marketers are targeting men. But they see a lot of different targets--from 'regular guys' to 'metrosexuals.'.
May 1, 2004... To paraphrase an industry expert, "Everybody's doing it,' the "it" being marketing a men's line of personal care products, from shampoo to skin care. Evolving from the old practice of 'I'll use whatever's in the bathroom," men are now...

Your Slider's showing! Create a package that opens & closes the way your customers want it to.
May 1, 2004... Perhaps you've already switched to resealable packaging... or are considering it. You're hearing from consumers, retailers, your sales force and distributors that you need to "get into Slider." The last time you checked, this...

Packaging that works beyond the store shelf; marketers increasingly want packaging that sustains its appeal after the sale. Here are three ideas that originated by looking to other categories.
May 1, 2004... Where does the product end and the package begin? Rather than making a distinction, you may want to focus your thinking instead on blurring this defining line. Aaron Keller, Managing Principal of Capsule, a Minneapolis design firm, cites...

Inside-the-box thinking drives premium wine brands; stylish carton decoration, better barrier film and ergonomic spigots spur growth of high-end wines in bag-in-box.
May 1, 2004... Imagine a time when-in-a box" will carry a cachet of elegance, sophistication and impressive taste for U.S. consumers once unthinkable, that time is coming--thanks to advances in bag-in-box barrier technology carton printing and decorating, and...

Dispensing 'fresh' floss on demand for single-handed teeth cleaning.(Outside The Box)(Swerve Inc.)
May 1, 2004... Packaging for dental floss has made a giant leap from the "roll-in-a-box" to pre-cut, pre-stretched bows that offer single-handed flossing. But it's too early to tell if this new genre of floss will become the dominant format. Why? Because...

Overcoming 'buyer boredom' in the detached consumer.(Innovating For Lifestyle Trends)
May 1, 2004... Consumers are bored with the products they buy. From food to household to HBA, they see no differentiation. Packaging drives perceptions al the point of sale, yet consumers face a numbing sameness as category after category resembles huge,...

Enhanced dispensers take convenience packaging to a higher level in corrective tape, disposable baby wipes and plastic wrap.(Market-Driven Innovations)(Brief Article)
May 1, 2004... 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...

Correction tape's enhanced ease of use is 'write on'.(Market-Driven Innovations)(Brief Article)
May 1, 2004... No single tactic assures a winning design, but when a package removes steps from performing a mundane chore, consumers are more apt to put it in their shopping cart. Tombow, based in Suwanee, Ga., takes an everyday office product the next...

Sliding cutter signals end to torn, bunched plastic wrap.(Market-Driven Innovations)(Alcoa Consumer Products)(Brief Article)
May 1, 2004... Consumers have long expressed frustration with the difficulty in getting a "clean" tear off a rail of plastic wrap. Alcoa Consumer Products offers a solution that may become the category standard. It has introduced an EZ Slide Cutter on...

Label helps control portions.(Market-Driven Innovations)(Brief Article)
May 1, 2004... Obesity is a growing concern, in part, because the term "portion control" is often vague. From a visual standpoint, consumers often misunderstand the definition of a "regular" serving size. Packaging presents opportunities to teach portion...

Sponge extends product life of cat-hair remover.(Market-Driven Innovations)(Brief Article)
May 1, 2004... Bramton Co., Dallas, advances pet-hair removers with Simple Solution Cat Hair & Lint Remover Sponge. The sponge is designed specifically for cat hair. This product is an improvement from sticky-tape cat hair removers, which have a limited...

Push-button offers one-handed operation of wipes tub.(Market-Driven Innovations)(Brief Article)
May 1, 2004... Procter & Gamble contributes to the genre of packaging that operates by using one hand, with Pampers Disposable Wipes. The wipes come in an 80-count plastic dispenser tub. When a button on the front panel is depressed, the lid pops open,...

'Green-to-go' adds fresh impact in salads.(Market Data)
May 1, 2004... Refrigerated salad is the latest category to show just how effective a packaging change can be, with one new entry in the category receiving a 97 percent consumer approval rating. The entire category accounts for $366.8 million in sales, up...

Frigo packaging update energizes dairy case.(Following Up On Developing Trends)(Saputo)(Brief Article)
May 1, 2004... Often, after we print an article in BRAND PACKAGING, we receive added information on a trend we've identified Here is more on a recent trend. Fresh packaging designs that exude energy and a contemporary feel are splashing across the dairy...