Brand Packaging

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Articles in March, 2003 issue of Brand Packaging

• Leapfrog takes big leap forward with rebranding program: educational toy marketer hops onto the color green to create a consistent brand identity across its expanding product line.
  by Bertrand, Kate
• Barrier coatings fortify plastic bottles. (Emerging Technology).
  by Brody, Aaron L.
• `Ice cream' tub signals premium quality seafood: package structure, colors and graphics help upstart brand carve out upscale niche and stand out in a sea of entrenched competitors.(Azure Waves Seafood)
  by Swientek, Bob
• Convenience isn't always convenient: towelettes may work again and again. But the packaging doesn't permit reuse. Consumers feel they're wasting product and money. (Marketing Misfires).
  by McMath, Robert
• Packaging fees coming in Canada.(Brief Article)(Industry Overview)
• Should package design respond to shifting societal values? Balance contemporary language with a consistent expression of your brand's values to stand the test of time and remain relevant.
  by Van De Pas, Lonneke
• Embracing technology's powers to create multi-sensory experiences: packaging offers a vehicle for more `touchpoints' with increasingly `tekkie' consumers. But stay true to your brand promise.(marketers use technology to improve packaging)
  by Schreiber, Eliot
• Market-driven innovations: heat-sensitive label's value-added proposition supports imported beer's premium position. Ooze-control tip regulates cream's flow.
• Online consumer research validates brand strategy: but it also works as a promotional tool to support the product launch. Newspapers quote the study, creating brand awareness.(Perry's Ice Cream Company Inc. markets Indiscretion ice cream brand as sensual)
• Smarter, faster, cheaper.
  by Swientek, Bob
• Theft in check--and sales up 20%: clamshell moves Coty brand out of the locked cosmetics case.(new fragrance packaging reduces retail theft)(Brief Article)
• Using consumer insights to guide package design: traditional research can give you answers. But also find unique ways to become intimate with your target audience.
  by Swientek, Bob
• Pet-food brands sight the `moving target': winning strategies acknowledge pets' evolving needs while also understanding the retail landscape. Are you `life-stage' or `taste'?
  by Allen, Andrea
• Convenience flowing in bottled water. (Market Data).(importance of role of packaging in bottled water)(Industry Overview)
• In-pack CD demystifies use of high-tech electronics: compact disc puts a customer service `rep' in every package. It also reduces consumer phone calls to toll-free hotlines.(CD manuals)
  by Swientek, Bob
• Following up on developing trends.(inexpensive, custom packing)(Brief Article)
• Decorative effects take `tins' to new heights in shelf impact: reflectivity puts your graphic designs in a `new light.' `Windowed tins' let consumers see the product, driving sales.(metal packaging)
  by George, Jim
• Dipping cup tops off portable canister. (Outside The Box).
  by Croft, Robert