Brand Packaging articles from October 2005

Brand Packaging archives from October 2005

Correction.(Correction Notice)
October 1, 2005... In the sidebar "A 'Curious' Take on a Classic" that appeared on p. 20 of the September 2005 issue of BRANDPACKAGING, Chattanooga Labeling (www.clsdeco.com) should have ben listed as the firm that adhered the label to the package. We regret the...

Function first.
October 1, 2005... As the only magazine devoted to the marketing impact of packaging, BRANDPACKAGING dedicates many of its pages to the strategy, graphics, structure, shape, color and typographic devices used to make innovative packaging stand out on the shelf...

Brand rebirth: transformation through package redesign.
October 1, 2005... Brands once favored the deliberate and steady evolution of their packaging. These days, though, they seem to be shedding their skin at a much more rapid clip. Indeed, package redesign is increasingly becoming a major driver in the stewardship,...

Redesigned wine cooler packaging spurs sales.(BRAND NEW)
October 1, 2005... Few icons remind us of the "loafers with no socks" era of the 1980s better than the wine cooler. But sometimes, it's just time for a makeover. Once an 80s pop culture staple, the Seagram's Cooler Escapes bottle has lost its wide neck and...

Kleenex holiday packaging shines: holographic and Fresnel-lens technologies make a bold statement.
October 1, 2005... Kimberly-Clark's "Ornaments on Parade" package designs for Kleenex[R] tissues are poised to make a festive splash for the 2005 holiday season. The shimmering packages, which just hit store shelves in mid-month, take Kimberly-Clark's upright...

Avon's new packaging initiative calls for a global color solution.(BRAND NEW)
October 1, 2005... Ever since she started working for Avon Products, Andrea Jung, now chairman and CEO, has made it her mission to give the company's cosmetic and personal care products a more up-market positioning. That commitment led to a new marketing...

Packaging demystifies the Martini.(OUTSIDE THE BOX)
October 1, 2005... Progress can sometimes be defined as the elimination of something we don't really need. For example, a "really good" dry Martini means that (ironically) hardly any dry vermouth is present. According to cocktail aficionados, the correct amount...

The home organization struggle: how package structure can deliver solutions.
October 1, 2005... Here's an interesting contradiction. We've written exhaustively about the "on the go" lifestyle and how consumer products have evolved to allow one-handed, multi-tasking consumption out of the home. Enough said about that. There's...

Chili sales heat up thanks to consumer-focused packaging.
October 1, 2005... What's one recipe for catching customer attention? Add a new line of hot products and stir up some excitement. When Campbell's Chunky brand introduced a line of chili in July of 2004, it was "just a natural extension of the business." says...

Managing packaging workflow: a seminar in print for brand marketers.
October 1, 2005... Our series detailing the brand manager's role in managing packaging workflow concludes with the final installment of four articles. The month's article completes our examination of packaging from concept to production and allows us to take a...

At point-of-purchase, can your packaging compete?(Brief Article)
October 1, 2005... At the point-of-purchase, most consumers don't see an innovative product--they see the packaging. As most buying decisions are made three feet from the shelf and on impulse, package design is a key competitive advantage for Consumer Product...

Catering to consumer values: what do you really know about your customers: age, marital status, zip codes? That might not be enough any more.
October 1, 2005... A new breed of marketing is zeroing in on consumer values. Dubbed value-based demographics, the theory is that if you know what's really important to your customers--the touchstones they reference while shopping--you can deliver. And a buyer's...

Aging eyes require user-friendly copy.
October 1, 2005... I'd like to make a plea for brand marketers and package designers to consider the diminishing eyesight of Baby Boomers when developing new products or repackaging old ones. There is an old marketing adage I often quote: "If you can't pronounce...

Marketing, meet technology.
October 1, 2005... Some organizations give packaging its proper place in the consumer product marketing mix, often permeating the process of development with sophisticated packaging technologies. Others, however, treat packaging as an unrefined and last-minute...

Blistex is on the ball.(Brief Article)
October 1, 2005... Blistex R&D came up a with a formula--a liquid lip balm--then looked for just the right packaging to house it. The brand's solution? New Blistex Lip Infusion, launching at drug, food and mass merchandise stores this fall with a stainless steel,...

Welch's grapes: fresher, longer.(FreshXtend Technologies )(Brief Article)
October 1, 2005... Seedless grapes on the stem are the latest fresh-cut produce items to be packaged for effortless and immediate consumption. Beyond the obvious convenience cues (the clear plastic container makes a "Washed & Ready to Eat" claim and is sized to...

Wine bottles get the sleeve.(MARKET-DRIVEN INNOVATIONS)
October 1, 2005... Italian wine labels typically feature ornate representations of picturesque villas and rolling vineyards. Click Wine Group has given that imagery the boot. Launching recently during New York's Fashion Week, the company introduced its Bootleg...

Pedigree zips in with an innovative multiwall bag.(Brief Article)
October 1, 2005... Pedigree's new Slide-Right zipper is one of the biggest advances in multiwall paper bags--and the first such closure on a mainstream dry dog food. Working with bag supplier Exopack (www.exopack.com) and zipper manufacturer Pactiv...

Rhino records boxes a genius.(Brief Article)
October 1, 2005... "Pure Genius" is an eight-disc box set of Ray Charles' legendary 1950s recordings with Atlantic Records. The collection--seven CDs and one DVD in Shorewood Packaging's Digipak sleeves (www.shorewoodpackaging.com)--is housed in a vintage record...

Plump gloss launched in "plump" packaging.(MARKET-DRIVEN INNOVATIONS)
October 1, 2005... A cult beauty brand in the UK, Pout recently brought its popular Plump lip gloss to the U.S. market. The peppermint-infused gloss causes increased stimulation that is said to swell and "inflate" lips--a claim the cosmetics brand has smartly...

International fare.
October 1, 2005... International Fare originates from worldwide packaging research at GIO Global Intelligence, Chicago. GIO conducts fieldwork in product categories in 27 countries to gain insights on how packaging appeals to local consumers. Where to go for...

Coffee package is elegant and distinctive.(Brief Article)
October 1, 2005... This is one of the most elegant freeze-dried coffee containers on the market today. The dark browns and regal golds create the perfect background to highlight the white Carte Noire tag. The contrast draws attention to what might otherwise be a...

The incredible (but not edible) egg package.(Brief Article)
October 1, 2005... The @ttract! molded fiber egg package has brought the concept of innovation to egg packaging. Its futuristic six-pack design is available in 21 commercial colors that anticipate current trends. The package can also carry text and images on all...

Swan-neck design means product dispenses more precisely.(Brief Article)
October 1, 2005... A new weedkiller product is packaged in a swan-neck spray bottle specially designed to spray downwards for easier, more precise weeding. Round-up Express, produced by Monsanto, is a powerful weedkiller available in France and the UK. The...

Contoured container promotes ease of use.(Brief Article)
October 1, 2005... Achieving shelf impact and delivering ease of use were the goals behind new packaging for SICO's King tire repair and inflator. The exterior of the can features a "tire tread" graphic that encircles the entire top and base of the container,...

Retro brand enjoys revival in cobalt blue bottle.(VENEZUELA)
October 1, 2005... The trend toward relaunching retro brands once considered cool continues with the reintroduction of Solera Light beer in Venezuela. Originally launched in the late 1950s in traditional green and brown bottles, the once popular beer brand has...

Following up on developing trends.(snack foods)(Brief Article)
October 1, 2005... Often, after we print an article in BRAND PACKAGING, we uncover added information on a trend we've identified. Here is more on a recent trend. YET ANOTHER SNACK FOOD AT YOUR FINGERTIPS If necessity is the mother of invention, then...