Brand Packaging articles from September 2007

Brand Packaging archives from September 2007

Switching off the auto-pilot.
September 1, 2007... Consumer insights work has always fascinated me. Maybe because it's equal parts science and art, or perhaps because of its dissonant nature--consumers may tell researchers they feel or act one way when the reality is quite the opposite. (Yes,...

Kids' food marketing slims down: facing growing pressure to help reverse childhood obesity, 11 food and beverage companies introduce new standards for healthier food, packaging and marketing overall.
September 1, 2007... Two years after a task force of business and government leaders called on the food industry to fight the childhood obesity epidemic, 11 leading food and beverage manufacturers publicly committed in July to sweeping changes in the way they...

Revitalized packaging emphasizes quality, value and fun.(BRAND NEW)
September 1, 2007... On the crowded diaper shelves at the grocery store, moms have many choices and can often be confused by the variety of brands. In an effort to stake a claim in this competitive category and stand out to a specific consumer set, Luvs has...

Spalding steps up the game: Spalding breathes new life into the sporting goods category with a complete rebranding that initially began with its basketballs.
September 1, 2007... When it comes to a basketball, there is no one-size-fits-all. Some basketballs are made for small hands while others are more suited for an adult-sized grip. Some are for casually shooting around the backyard while others are intended for more...

Talking the talk, but not walking the walk ... it's far easier to talk about innovation than it is to actually innovate. CPG companies are recognizing the need for structural packaging innovation but they face many roadblocks to actually implement it.(GETTING IT RIGHT)
September 1, 2007... [ILLUSTRATION OMITTED] Store shelves bloated with brands and consumers too busy to consider them make a strong case for structural packaging innovation. But there are many obstacles that may restrict your success. One is the fact that...

The race for consumers.(Daytona 500 )
September 1, 2007... Who would expect a golden anniversary in the sport of racing to present a golden opportunity for packaging? Jim Doyle recalls sitting trackside at the Daytona 500 several years ago and hearing an announcement that it was the 46th running of...

Save this box.(MATERIAL UPDATE: PAPERBOARD)
September 1, 2007... Chances are you'll do a double take at Noa Perle Eau de Parfum's beautiful secondary packaging. The silver sphere that echoes the shape of the bottle inside the carton seems to shimmer, thanks to proprietary print techniques that use...

Temptation, on display.(MATERIAL UPDATE: PAPERBOARD)(innovative carton for Coppeneur's Pralines-Etui chocolates)(Brief article)
September 1, 2007... What appears at first glance to be a relatively simple structure is actually an innovative carton that transforms into an elegant display for Collection Coppeneur's Pralines-Etui chocolates. The carton's ends slide apart--to reveal the decadent...

The Ultimate impulse buy.(MATERIAL UPDATE: PAPERBOARD)
September 1, 2007... Dubbed the "tricky box" by champagne brand Veuve Clicquot, this boldly colored carton doubles as an ice bucket--because you just never know when a celebration might break out. The carton's clever construction features a removable top that...

Layers of security.(EMERGING TECHNOLOGY)
September 1, 2007... In a climate in which counterfeit goods account for 10 percent of world trade, security packaging is a critical deterrent. Sleever International's Holosleeve concept (www.sleever.com) provides the particularly vulnerable wine and spirits market...

Going "spoonless".(EMERGING TECHNOLOGY)(Inveratek to develop CrushPak containers)(Brief article)
September 1, 2007... [ILLUSTRATION OMITTED] Recognizing kids' natural abhorrence for utensils, industrial design firm Inveratek has developed CrushPak containers (www.crushpak.com). The packaging consists of a compressible, accordion-like cup that can be...

Dispense liquids safely, conveniently.(EMERGING TECHNOLOGY)(Brief article)
September 1, 2007... With food safety more important than ever, International Dispensing Corp. has introduced an aseptic dispensing tap that allows shelf-stable liquids in large-format packages to be dispensed safely and repeatedly over time, without refrigeration...

Build new or renovate? Thinking about innovating from the ground up? If the foundation is solid, maybe all your brand needs is the proverbial fresh coat of paint.
September 1, 2007... [ILLUSTRATION OMITTED] My first house was in what you would call a "fringe neighborhood". It was one of those up-and-coming urban settings born from a saturated housing market in the neighboring, highly sought-after communities. My...

Hunting for the high life.(MARKET-DRIVEN INNOVATIONS)(Miller High Life)(Brief article)
September 1, 2007... Now through October, Miller High Life will be packaged in blaze orange cans to celebrate the brand's 100-year-plus association with hunting and the outdoors. Proceeds from the sale of the packaging, available in 24-and 30-pack cans, will...

Virgin Mobile USA redesigns.(MARKET-DRIVEN INNOVATIONS)
September 1, 2007... [ILLUSTRATION OMITTED] Virgin Mobile USA pioneered U.S. pre-paid phones, but subsequent entries in the category by traditional wireless companies prompted Virgin to enact a redesign. The result is a racecar-shaped clamshell that balances...

Fido goes green.(MARKET-DRIVEN INNOVATIONS)(Honest Kitchen to launch new packaging with food safety and environment)(Brief article)
September 1, 2007... [ILLUSTRATION OMITTED] The Honest Kitchen, a line of natural and organic pet foods, has launched new packaging with food safety and the environment in mind. The box is made from 100 percent recycled, unbleached kraft paperboard and printed...

Gripping redesign for Coke.(MARKET-DRIVEN INNOVATIONS)
September 1, 2007... New 20-ounce PET contour bottles will roll out in Coca-Cola brands, with added texture and grip enhancements that make them easier to hold and a shorter cap that makes them easier to open. "We've taken America's favorite brand and interpreted...

Hip flask for hipsters.(MARKET-DRIVEN INNOVATIONS)(ICIO peppermint water )(Brief article)
September 1, 2007... [ILLUSTRATION OMITTED] Packaged in a slim flask designed to fit in a purse or a back pocket, ICIO peppermint water was created to fit snugly in a unique marketing niche. "ICIO is not just a bottled water, it is a 'social water,' designed...

Curiouser and curiouser!(MARKET-DRIVEN INNOVATIONS)
September 1, 2007... Disney Consumer Products partnered with Gianna Rose Atelier, a high-end soap maker, to launch three soap sets inspired by Alice in Wonderland. The Alice's Treasures set, for instance, features three triple-milled, sculpted and embossed soaps...

Vote early and often, says Dave.(NEXT + NOW)(Dave's Gourmet to launch a line of hot sauces with labels featuring caricatures)(Brief article)
September 1, 2007... [ILLUSTRATION OMITTED] Dave's Gourmet has launched a line of hot sauces with labels featuring caricatures of the 2008 presidential candidates (including a few "write-ins" like Dave himself). Each bottle sold registers as a vote, with...

Lifesaving cans.(NEXT + NOW)(soft drink packaging)(Brief article)
September 1, 2007... [ILLUSTRATION OMITTED] An ordinary soda can plays a big role in Vietnamese designer Han Pham's Antivirus product concept, which was the "People's Choice" in the Index: 2007 Awards in Denmark. A lightweight yellow plastic cap fastens to an...

Aluminum-inspired art.(NEXT + NOW)(Red Bull packaging)(Brief article)
September 1, 2007... The art of can. That's what Red Bull is seeking in a nationwide search. There are few rules, but all art submissions must have a common inspiration: a Red Bull can. While the idea of "packaging as art" is not new (who can top Warhol's...

Mystery package.(NEXT + NOW)(Heinz Frozen Food Co. has introduced Ketchup bottles)(Brief article)
September 1, 2007... [ILLUSTRATION OMITTED] Quick. Name this brand. Ok, so it's an easy one. It's a Heinz ketchup bottle (the brand's 64-ounce "fridge door fit" to be exact). But does your own packaging pass this same test? Try it. If you block out the brand...

Wine lovers go green.(UNITED KINGDOM)
September 1, 2007... UK retailer Sainsbury's is trialing its own label PET wine bottle as part of a project supported by the government-funded Waste & Resources Action Program (WRAP). A typical glass wine bottle weighs about 400 grams, while the PET bottle from...

Curvaceous can differentiates.(NETHERLANDS)(Brief article)
September 1, 2007... [ILLUSTRATION OMITTED] Heinz has re-introduced its Karvan Cevitam line of fruit syrups in shaped cans designed to distinguish the products on shelf. The distortion-printed, three-piece cans are the result of a development collaboration...

Kid care products go upscale.(INDONESIA)
September 1, 2007... Personal care brand Kodomo has launched a line of kid care products that feature Rexam Airspray (www.rexamairspray.com) instant-foam dispensers. Featuring a total of eight designs (including the ever-popular SpongeBob SquarePants), the products...

Good for you, good for us.(UNITED KINGDOM)(Jordans Cereals re-lauched it organic cereals in plastic packaging material)(Brief article)
September 1, 2007... [ILLUSTRATION OMITTED] When Jordans decided to re-launch its line of organic cereals, the brand made a two-fold promise. Not only would its delicious cereals be good for the consumer, its packaging would be good for the environment....

Following up on developing trends.(Brief article)
September 1, 2007... They say necessity is the mother of invention. But these days, on the packaging front, it's convenience that gives birth to most innovation. We most recently explored this trend in-depth in A Marriage of Convenience, our cover story in the...

Isn't it iconic? What's the secret to elevating your packaging to iconic status? Learn from four brands, old and new, that have struck on the magic formula.(Cover story)
September 1, 2007... [ILLUSTRATION OMITTED] The concept of designing an iconic package--a package that, in its essence, becomes a signature part of the overall brand--has become something of a holy grail for brand managers and package designers these days. ...