Brand Packaging articles from October 2003

Brand Packaging archives from October 2003

Blame it on obesity.
October 1, 2003... Many healthcare professionals, activists and others--including lawyers--are blaming food marketers for the obesity epidemic in the United States. Kraft Foods, ironically, and Wall Street analysts blame consumer concerns about obesity for...

Exploiting package prototypes: virtual and physical mock-ups help you 'sell' and 'prove' your concepts to upper management, retailers and consumers.(Cover Story)
October 1, 2003... Seeing is believing--especially for consumers evaluating new packaging concepts in focus groups and other research methods. That's why more and more marketers are turning to both virtual and physical package prototypes to "sell" and...

Is a 'global' package possible? You can come close. Success marries the inclusion of copy required by myriad laws and attention to a functional design.
October 1, 2003... "I want one package that works in all countries. A truly 'global' package." This is a growing demand from senior management in consumer packaged goods companies. While this seems like a good idea and even a very practical one, some...

Inventive dispensers boost HBA'S value-added benefit: new technologies are balancing beauty with utility to make bottles and tubes even more dynamic marketing tools in personal care.
October 1, 2003... In the scramble for shelf presence, health and beauty aids (HBA) marketers invariably look for the two key packaging attributes--color and shape--to carry the load. Susan Arnold at Procter & Gamble believes more (HBA) brands could shine by...

Making samples a team player in crafting a total brand image: they're attaining the same look and feel your packaging enjoys on shelf. Leading programs are leveraging the trust of 'endorsers.'.
October 1, 2003... New products that survive the 85 percent failure rate require thinking that gets them out of the realm of "commodity." Sampling programs are growing at 9 percent a year, and they can bring about this success in two ways: * They help make...

It's hip to be square ... or rectangular ... or triangular: paperboard offers your brand eye-catching shapes and unparalleled graphics--there is no better ad medium for that "moment of truth" at retail, and it's an ideal canvas for any brand. Paperboard is versatile, lightweight, easy-to-store, easy-to-use and a great surface for printing and graphics.(Advertorial)
October 1, 2003... Packaging needs to cater to consumer mobility and changing demographics. Packaging can either make or break a new product. It's not just a matter of getting the consumer's attention, but a matter of filling consumer needs for information,...

Stand-up pouch flexes its market muscle.(Emerging Technology)
October 1, 2003... Stand-up flexible pouches have emerged as a top choice for food and beverage packaging when product development and marketing executives are seeking sound vehicles for new product launches. Stand-up flexible pouches are commercially applied...

Assessing structure's branding impact: research: shape can arrest emotions and help make the sale. But even great shapes require compelling graphics for support.
October 1, 2003... Can a distinctive package shape add strength to the brand presentation on shelf? Does an "emotional structural design" really matter at all in the scramble for shelf presence? Research from Claessens Product Consultants, The Netherlands,...

A flap over cereal packaging ... again: fifth panel on cereal cartons offers added 'real estate' for games. But make sure your promotion appeals to your target audience.(Marketing Misfires)
October 1, 2003... In the late '80s, a new cereal called Morning Funnies came in a carton with colorful comic strips. These comics appeared on the front panel as well as an extra flap, or fifth panel, on the back of the carton. The back panel opened to...

Personal-care tubes rise and shine: stand-up closures and striking decorations allow tubes to shed their secondary packaging and tempt consumers with elegant designs.(Marketing Misfires)
October 1, 2003... Novel shapes, stand-up closures and decorating techniques are giving tubes a unique visual appeal that lets many of them shout their brand images on store shelves without help from secondary packaging such as cartons. Consumers, who also...

Culturally relevant packaging: use images that appeal to Hispanics: Latinos want to see 'themselves' and their lifestyles reflected in packaging and P-O-P displays. Vibrant colors also catch their eye.( )
October 1, 2003... When designing packaging for Hispanics, one of the biggest priorities is "communicating pictorially, sensorially," says Maria Molina, Manager of Hispanic Corporate Relations for Procter & Gamble. Latinos like bright colors and images that...

Study: private label has room to mature.(Market Data)
October 1, 2003... Private-label brands continue to make notable gains. Recent scanner data iron Information Resources Inc. (IRI) indicate that private-label dollar volume growth is a record 16.3 percent in supermarkets and 4 percent higher in drug stores. ...

Single-dose plastic bottles deliver 'iron-in' fragrances.(Outside The Box)
October 1, 2003... Some brand owners use foreign markets to develop and test product ideas before introducing them to the U.S. market. For example, Swiffer-type floor cleaners wowed Japanese consumers for years before these devices literally invented the...

Market-driven innovations: cup-holder-friendly sunflower seed container oozes with both consumer and retailer pluses. Dispenser avoids 'chocolate hands.'.(Brief Article)
October 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 comprehensive...

Seed-snacking gets easier with multifunctional cup.(Brief Article)
October 1, 2003... Sunflower seeds join the parade of cup-holder-friendly snacks with David Roasted & Salted Sunflower Seeds from ConAgra Foods, Edina, Minn. Here is another case where the package is the product. A flexible-film bag containing 4.5 ounces of...

Long-neck tube provides route to quicker relief.(Brief Article)
October 1, 2003... Gelstat Maximum Strength Migraine Headache Pain Reliever Homeopathic Liquid, from Gelstat Corp., comes in a 2-ml "OraDose" dispenser. This delivery method promotes ultra-fast pain relief. The dispenser is a plastic tube with a long neck...

Polymer label helps vodka brand get grip on rivals.(Brief Article)
October 1, 2003... A value-added label adds punch to Effen, Dutch vodka imported by Jstar Brands LLC, Chicago. The vodka distills through peat rather than charcoal, and at a lower temperature to avoid carmelization. The label on the sleek glass bottle...

Plastic tub makes entry into baby food aisle.(Brief Article)
October 1, 2003... The ubiquitous plastic tub sets its sights on another product category as Gerber 2nd Foods hits the baby food aisle. A paperboard sleeve holds the two tubs, each holding 3.5 ounces of bananas and other strained foods. The top tub, which...

Dispenser supports brand concept for bite-size candy.(Brief Article)
October 1, 2003... The Pez brand popularized it. And now the "controlled-unit" dispenser extends its reach in the candy aisle by holding chocolate and supporting a brand concept. From H.B. Reese Candy Co., a division of Hershey Foods Corp., Reese's Mini...

Ten steps for thrifty package design: you can succeed, even on a small budget, by identifying hidden costs. The best results stem from an approach that includes your vendors.
October 1, 2003... You can create high-quality package designs without breaking your budget. Getting the job done requires you to identity those areas where unnecessary expenses often lurk. Often, you can reduce or even eliminate these expenses without...