Listerine's PocketPaks moves oral care away from the sink - Trends & Analysis - Brief Article

Food & Drug Packaging, Dec, 2001 by Christopher Barry

Cool Mint Listerine PocketPaks[TM] oral care strips may give consumers germ-killing power in a unique way but the primary packaging reflects the product's "on-the-go" attitude.

According to Wes Pringle, group marketing director of Pfizer Oral Care, the strips were developed for consumers looking for a discreet breath freshening alternative to chewing gum or breath mints.

The portable strips, developed by Pfizer Consumer Healthcare, are made of a translucent, ultra-thin film the size of a postage stamp. The strips dissolve instantly on the tongue, killing 99.9 percent of odor-causing bacteria within 30 seconds. The effect can last up to 90 minutes.

Pfizer worked with Davis & Associates to create a streamlined package that is functional and inconspicuous.

The product is actually contained in three packages--two secondary packages and the primary package--all working as one unit.

For the primary packaging, the plastic container--called a "vial" by Pfizer--is tinted bluegreen emulating the Cool Mint color of Listerine's liquid mouthwash.

The container has a hinged tab that allows easy access to the strips. It is comprised of two plastic pieces snap-fitted together with the oral care strips inside.

Pressure-sensitive labels are applied to the front and back of the container, which is small enough to fit in a pocket or purse.

The primary package is sealed in a blister with foil lidding for tamper evidence and moisture barrier. This foil-sealed blister is sandwiched in a paperboard card, which then slides into an outer paperboard sleeve.

The graphics on the sleeve reflect the traditional Listerine graphics but with a modern, high-tech twist.

A key to the secondary packaging is that it can be displayed in retail store front and back ends. But, where shelf space is limited near the front-end check out counter, the 16-count package was made specifically for stacking next to gum and mint products.

The 24- and 72-count blister packs, on the other hand, are die cut for peg display near other oral care products found in personal care/pharmaceutical aisles.

Unlike most packages that have to increase in size when product quantity goes up, the plastic container and outer packaging stay the same size even with an increased strip count. The result is a standardized package that keeps packaging costs down.

There is also a 144-count pack that holds six 24-count vials available for club stores. For now the strips are only available in Listerine's Cool Mint flavor.

Davis & Associates 905-270-2501; www.davisdesign.ca