Brand Packaging articles from May 2006

Brand Packaging archives from May 2006

Stand up and be counted.(packaging as a vital component of the marketing mix)
May 1, 2006... Since its inception 10 years ago, BRAND PACKAGING has operated under a simple, but focused, directive: give our readers the tools to build their brands with packaging as a vital component of the marketing mix. Each month, we focus on...

Brand innovators '06.(Cover story)
May 1, 2006... welcome! to BRAND PACKAGING's inaugural brand innovators issue This is hardly the list to end all lists. That wasn't our intention. Our goal for this, the first "brand innovators" special issue, was to recognize the people behind the...

Leading packaging to new heights: winning the battle for the brand.(brand innovators)(Cover story)
May 1, 2006... It may not lake an air-to-air missile designer to develop successful consumer goods packaging, but it certainly doesn't hurt to be one. Jay Gouliard can testify to that. A former mechanical design engineer at McDonnell Douglas Aerospace....

Sustainability works: think green as in nature, green as in sales.(brand innovators)(Cover story)
May 1, 2006... Chris Hacker's vision is at once simple and complex; it's the fusion of great design and sustainability in design. Hacker joined Johnson & Johnson Consumer Companies last fall as senior vice president of global design and design strategy to...

The great connector: closing the gap between business and design.(brand innovators)
May 1, 2006... One of the highest ranking design executives in the country, Claudia Kotchka has been working since 2001 to inject design into every facet at Procter & Gamble. Sounds simple, considering P&G has historically held design in great regard;...

Pure and simple: transparency in all things spells success for UK juice brand.(brand innovators)(Cover story)
May 1, 2006... Amidst what seems to be a growing tide of unscrupulous business doings, the premise of a brand called 'Innocent' plays very well. Indeed. Innocent Drinks, a plainspoken UK launch selling smoothies in 1999, has expanded to "juicy" waters,...

Creative disruption: daring design breaks open categories and builds a $30+ million brand.(Eric Ryan and Adam Lowry)
May 1, 2006... In the five years since Eric Ryan and Adam Lowry launched Method, the pair has introduced dozens of products, taken in $32 million in annual sales, and scared the soap suds out of consumer products giants that have long dominated the homecare...

Jones'n: putting brand success in consumers' hands.(brand innovators)(Cover story)
May 1, 2006... Peter van Stolk is not your average beverage-industry executive. And neither is his creation, Jones Soda, an average soft-drink brand. Both are fun, a bit irreverent, engaging--and very successful. Van Stolk started what would become Jones...

Express yourself: connect with your consumer, communicate your essence.(brand innovators)(Cover story)
May 1, 2006... Ask Donna Sturgess how she views the relationship between the package and the brand, and her reply is as articulate as it is engaging. "Packaging has to be an expression of the brand. I think sometimes people get confused that it needs to...

Multitasking multinational: impacting global packaging a category at a time.(brand innovators)(successful packaging by Nestle S. A.)(Cover story)(Company overview)
May 1, 2006... Consumers of brands from a multinational company like Nestle span many countries and cultures. No one is more aware of the geographic diversity, and the myriad packaging requirements that go with it, than Nestle's vice president of packaging,...

Design first: retailer brings CPG-style management to its own brands.(brand innovators)(Cover story)
May 1, 2006... Try your best to forget everything you know about "private label" brands, Safeway has. In fact, Safeway is well on its way to reinventing how retailers view their proprietary brands. And James White, senior Vice president, Corporate...

Whole new mind: holistic thinking builds the foundation for a brand.(brand innovators)(Cover story)
May 1, 2006... It's a right brain/left brain thing--and Hana Zalzal credits both sides for her success. The founder of Cargo cosmetics, Zalzal started her education in the school of architecture at the University of Toronto before switching to a civil...

Sprite restage makes a "SubLYMONal" play: packaging graphics redesigned for the first time in a decade are an integral part of Sprite's new marketing campaign.(BRAND NEW)
May 1, 2006... Focusing on the brand's lemon-lime taste, the new face of Sprite recently hit the streets in the U.S. with an array of programs that include the first packaging update since the early 90s and a new advertising campaign that supports the...

Viewing package as product.(air fresheners)(Brief article)
May 1, 2006... In some categories, the primary package must perform as a "delivery system" over an extended period of time. The longevity of such packaging and the level of engineering it requires often results in consumer perceptions that the package is more...

Don't stretch your brand too far--it could snap.(MARKETING MISFIRES)
May 1, 2006... Manufacturers have long sought to maximize space on retailers' shelves by extending their brands. The perception has been that brand extensions leverage the base brand's equity, capitalizing on consumer awareness and goodwill that has been...

The science of small: nanotech is big, but what's in it for packaging?(EMERGING TECHNOLOGY)
May 1, 2006... In the current realm of "hot topics", nanotechnology ranks high. You may not know your protons from your electrons, but you can surely imagine how R&D on a molecule-to-molecule or even micron-to-micron (i.e. very, very small) basis can have...

A spritz of vodka.(Hood River Distillers)(Brief article)
May 1, 2006... Tall and thin may be "in" when it comes to vodka bottles, but Hood River Distillers' new Yazi vodka, a ginger-flavored creation, is housed in a blocky glass bottle that looks more at home on the fragrance shelf. The likeness is no accident--it...

Round of bulletes, anyone?
May 1, 2006... First it was the bottle to go. Now it's the glass. In an ongoing effort to make wine less intimidating and more accessible, The Three Thieves has introduced Bandit varietal wines in 250ml Tetra Prisma (www.tetrapak.com) four-packs. Dubbed the...

Gum packaging: it's big.(Brief article)
May 1, 2006... Less than a year after it established a dedicated Innovation Center in Chicago, the Wrigley Company has introduced a slew of new gum and candy products and packaging--among them the Eclipse Big-E-Pak. Sixty pellets of gum (about five...

In the bag--steamed vegetables.(Brief article)
May 1, 2006... A sign that consumers are growing more comfortable with microwave-in-bag packaging, Ready Pac has launched Fast'N Fresh, a line of fresh microwaveable vegetables in bags that steam veggies in their natural state. The packaging offers added...

An ethical approach to beauty.(Couleur Caramel)(Brief article)
May 1, 2006... Couleur Caramel is a cosmetic brand with a strong ethical identity based on its respect for the environment and human relations. The brand, which increased sales by 400% over the past two years, defines its target group by attitude rather than...

Medicinal bottle communicates wellness proposition.(Yoplait S.A.)(Brief article)
May 1, 2006... Yoplait launched its health-smart Essence yogurt in a "potion"-style bottle. The brand includes six varieties uniquely formulated to address specific health concerns including osteoporosis, high bloodpressure, high cholesterol, weight control,...

Fragrance package balances masculine with feminine.(unique packaging by Axilone)(Brief article)
May 1, 2006... Fragrance brand Ineke chose a simple form for its packaging that could be used for both women's and men's fragrances. The structure combines cubic and circular forms; a square cap manufactured by Axilone (www.axilone-sa.com) rests on a...

Keep it cold, but keep it clean.(foil cover for beer cans)(Brief article)
May 1, 2006... No one particularly likes the thought of what the top of his or her beer can may have come in contact with during its journey from brewery to store shelf. Spanish beer brand Cervezas Alhambra has adapted an idea common in Latin American...

Following up on developing trends.(Nestle Purina Petcare's pet food)
May 1, 2006... Consumers continue to go to great lengths to ensure that their furry friends are well-cared for family members, and nutrition is no exception. We first wrote about this trend in the January 2006 issue of BRANDPACKAGING (archived at...