Brand Packaging articles from October 2007

Brand Packaging archives from October 2007

Trust is why people listen.
October 1, 2007... There has been much written about the controversy surrounding marketing to kids lately, and the difficult situation in which brand marketers find themselves. Police yourselves or we'll do it for you, is the clear message from business and...

Case study: the trigger sprayer: an opportunity to clean up with consumers.(INSIGHT FOR INNOVATION[SM])
October 1, 2007... [ILLUSTRATION OMITTED] No product delivery system has transformed the household cleaning ritual quite like the trigger sprayer. Decades ago, lifestyle shifts were emerging and leaving us with less time to clean, and placing cleaning lower...

Brand's new look tells sustainability story.(BRAND NEW)
October 1, 2007... Even as skyrocketing gas prices ease slightly, there is no denying the fact that green consumerism is here to stay. Shoppers are becoming increasingly educated, and proactive, about the types of products they are buying and how those goods are...

Success can happen "inside" the box: if your designer can adhere to, yet remain creative within, the constraints of your business model, the end result can be an innovative--and manufacturable--package.(GETTING IT RIGHT)
October 1, 2007... [ILLUSTRATION OMITTED] Some designers will tell you they won't work within the "shackles" of business constraints. In fact, many will insist on it. They will tell you it hinders their creativity and their ability to think "outside the...

Geography is a flavor: and other things beverage packaging can teach your customers.
October 1, 2007... [ILLUSTRATION OMITTED] How would you describe your favorite cup of coffee? Would you say it has crisp acidity? Light body? Subtle nutty flavors? Don't know? Well neither does the average coffee-drinking consumer. But marketers in...

Lip Service.(CATEGORY ANALYSIS: COSMETICS)(Brief article)
October 1, 2007... Scoring sumptuous lips on-the-go is simple with Urban Decay's Commando lip compact. Beauty convenience at its best, this dog-tag-style compact is loaded with two lip glosses and hangs from a chic silver chain. The reflective lavender Zamac...

Back in black.(CATEGORY ANALYSIS: COSMETICS)(Brief article)
October 1, 2007... The MAC Holiday Collection features the brand's signature look--black--making the line the perfect accessory for any occasion. Packaging incorporates various fabrics and textures to emphasize the "formal black" theme, and the fabric element is...

Where beauty meets technology.(CATEGORY ANALYSIS: COSMETICS)
October 1, 2007... Freeze 24-7 & Go is a colorless cosmetic designed to instantly eliminate the appearance of fine lines and wrinkles. Housed in a sleek, metallic, pod-like package that includes a removable mirror for optimal on-the-go application, the product...

Now you see it ...(CATEGORY ANALYSIS: COSMETICS)
October 1, 2007... L'Oreal takes the concept of minimalist design to a new level with its Shu Uemura line of cosmetics. Following the brand's strategy of "sophisticated simplicity and modernity", packaging for the line incorporates thick, translucent materials...

On the road again.(CATEGORY ANALYSIS: COSMETICS)(electric shavers introduced by personal care appliance industry)(Brief article)
October 1, 2007... Not to be left in the lurch when traveling, today's grooming-conscious man can opt for eShave's colorful line of travel brushes made of fine badger hair and hand-turned ergonomic Lucite handles. A modern, silver canister protects the brush from...

So you (think you) want a new design firm ... three points to consider before you walk away.
October 1, 2007... It's not you, it's me... Things just are not working out... We need something new... Sorry... Have you heard these words before? Have you said them in the context of your design relationships? Relationships between brands and design...

Like a dream.(MATERIAL UPDATE: CLOSURES)
October 1, 2007... A clear Surlyn cap used for three Victoria's Secret 'Dream Angels' scents features a mirror-polished surface that creates the elegant appearance of glass crystal. The molded cap's heavy walls enhance the color and metallic effect of the gold,...

History meets modernity.(MATERIAL UPDATE: CLOSURES)(Italian fashion house Pucci has given contract to Rexam Dispensing Systems for perfume packaging)(Brief article)
October 1, 2007... [ILLUSTRATION OMITTED] To celebrate its 60th anniversary, Italian fashion house Pucci incorporated an elegant closure into its Vivara Eau de Parfum packaging that conveys the brand's universe and style. The goal was to reproduce the colors...

Blend your own beverage.(MATERIAL UPDATE: CLOSURES)(Erie Plastics Corp. launches new packaging for beverage)(Brief article)
October 1, 2007... Erie Plastics' Pop N' Shake (www.erieplastics.com/popnshake) is a patent-pending closure technology that allows consumers to create their own "blended" drinks on demand. Ingredients dispense with the turn of a tamper-evident dust cover and...

Say (easy-open) cheese!(MATERIAL UPDATE: CLOSURES)
October 1, 2007... BelGioioso Cheese has re-packaged its full line of sliced cheese varieties in new easy-open packaging from Curwood (www.curwood.com). The packaging has been transitioned out of tear tape and into Curwood's Curpolene 7202 film with IntegraScore...

Foaming lotion is a first.(MATERIAL UPDATE: CLOSURES)
October 1, 2007... [ILLUSTRATION OMITTED] Foaming dispensers have been popular for personal care products ranging from soaps to toothpastes, but a recent development has brought the technology to the lotion sector. Rexam (www.rexamairspray.com) teamed up...

Easy access is the cat's meow.(MATERIAL UPDATE: CLOSURES)
October 1, 2007... Crown Holdings (www.crowncork.com) is working with Nestle Purina Petcare Europe to trial its patented Easylift easy-open ends on the brand's 400-g packages of cat and dog food in The Netherlands. The can ends are designed to improve tab access,...

Nice trick with your treat.(MARKET-DRIVEN: INNOVATIONS)(Cott Beverages launched a orange cream soda in a limited-edition can created by Crown Beverage Packaging USA)(Brief article)
October 1, 2007... Cott Beverages launched a reduce-dsugar orange cream soda in a limited-edition can for Halloween created by CROWN Beverage Packaging USA (www.crowncork.com). The can features an ink, supplied by Chromatic Technologies (www.ctiinks.com), with...

"Renewed" commitment.(MARKET-DRIVEN: INNOVATIONS)(Brief article)
October 1, 2007... [ILLUSTRATION OMITTED] Each time one of Memorex's Renew brand of electronics products is purchased through the end of November, the company will make a donation to the Arbor Day Foundation. The new brand took a lifecycle approach to...

Everywhere Febreze.(MARKET-DRIVEN: INNOVATIONS)
October 1, 2007... Procter & Gamble has introduced a portable version of its Febreze fabric refresher. Called Febreze To Go, the 2.8-ounce bottle is intended for travelers and, as a result, is sized to comply with airline regulations limiting liquids in carry-on...

A new achievement.(MARKET-DRIVEN: INNOVATIONS)(Brief article)
October 1, 2007... [ILLUSTRATION OMITTED] Avon launched its ANEW Clinical Spider Vein Therapy in an angular, shallow tube and cap that reinforce the "clinical" positioning of the product. Created by World Wide Packaging (www.wwpinc.com), the lean tube mimics...

Celestial brand comes down to earth.(MARKET-DRIVEN: INNOVATIONS)(Brief article)
October 1, 2007... [ILLUSTRATION OMITTED] Celestial Seasonings research revealed consumers were finding it difficult to shop its line of tea, so the company launched a global rebranding, with a new logo and new packaging for each of its 90-plus flavors. The...

A new Dawn.(MARKET-DRIVEN: INNOVATIONS)
October 1, 2007... [ILLUSTRATION OMITTED] Procter & Gamble has launched Dawn Simple Pleasures in a bottle with a separate air freshener that is attached to the base and activated when consumers release a tab. "We are always looking for innovative ways to...

Delivering in demanding conditions.(FRANCE)(Brief article)
October 1, 2007... Bourjois dares consumers to put this waterproof mascara, launched summer '07, to the ultimate test. Intended for those who love their lashes to look their most luscious--even at the beach--Waterproof Easy mascara is said to hold up in all...

How green is that thumb?(UNITED KINGDOM)
October 1, 2007... [ILLUSTRATION OMITTED] Is your primary consumer a weekend warrior or serious enthusiast? When William Sinclair decided to repackage its J. Arthur Bower's range of plant foods, it quickly realized the answer was "both". So plans for a move...

Leveraging brand equity.(GERMANY)
October 1, 2007... [ILLUSTRATION OMITTED] Even the best tools are useless when it comes to corroded or unmovable screws. So hand tool specialists at Wera Tools developed the Kraftform Fluid brand, which is specially formulated to release screws that are too...

Which came first?(UNITED KINGDOM)
October 1, 2007... [ILLUSTRATION OMITTED] Marks and Spencer puts as much emphasis on the environmental footprint of its packaging as it does on its marketing impact. Earlier this year, the U.K. retailer teamed up with paperboard supplier Korsnes...

Free your beauty.(CHINA)
October 1, 2007... [ILLUSTRATION OMITTED] When brand owner Kanebo envisioned the compact packaging for its Aqua line of eye shadows and blushes, words like modern, elegant and glowing came to mind. The cosmetics brand turned to Rexam (www.rexam.com/beauty)...

Following up on developing trends.
October 1, 2007... Ever since Wal-Mart announced it would begin to measure its 60,000 suppliers on their ability to develop packaging that is good for the environment, sustainability has been top of mind for brand marketers. We most recently reported on this...

Backlash = opportunity?(NEXT + NOW)
October 1, 2007... [ILLUSTRATION OMITTED] With estimates that Americans toss more than 38 billion plastic water bottles each year, the bottled water sector has become a target for environmental activists (despite industry protests that the bottles account...

Product and package.(NEXT + NOW)(Brief article)
October 1, 2007... [ILLUSTRATIONS OMITTED] Ontario, Canada-based 1litre brand has a unique packaging concept: it's a PET water bottle with a nested cup. The patented one-liter and half-liter design came out of research that revealed women preferred to drink...

Beach glass.(NEXT + NOW)
October 1, 2007... Picture a beautiful beach stretching before you, framed by azure waters--and strewn with glass. That's what officials in Broward County, Florida, are considering: using a combination of finely crushed glass from residential recycling programs...

Gotcha! gift box.(NEXT + NOW)(Brief article)
October 1, 2007... [ILLUSTRATION OMITTED] Leave it to The Onion to find the lighter side of brand packaging. The satirical publication sells a line of "Gotcha" gift boxes with fake product graphics and descriptions designed to "confuse, disappoint and...

Supply-side branding: a make or break strategy: your brand is only as good as the weakest link in your global packaging supply chain.(Cover story)
October 1, 2007... [ILLUSTRATION OMITTED] Nothing gets under consumers' skin faster than a threat to their children or their pets. Dangers to both have cropped up in recent months in the form of lead paint-coated toys and tainted pet food ingredients--both...