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Carton sells the trust in protection software

One way to position a software-protection brand for success is presenting it as a trusted “friend” for moms and dads who want to keep their family safe on their home computer.

Packaging, says Eric Zeitoun, president at Dragon Rouge (, a branding and design consultancy, is a natural for conveying that message where it is most effective—as the consumer makes his or her product selection.

Decorated cartons for Safekeeper accomplish that by reassuring that the computer software inside the carton will protect their children from online predators as they navigate and other Web-based interactive sites.

Trust in the product is tantamount to parents at a time when law enforcement officials estimate that as many as 50,000 sexual predators are members of alone—and 62% of parents say they have not installed Web site-filtering controls on their home computers.

Third Gear’s Safekeeper all-in-one anti-predator, spyware, anti-virus software package provides parents the control they need. The packaging instills peace of mind through a silhouette of a roof hovering protectively over a child who is using a laptop. The key message “Protect Your Family Online” drapes across the top of the carton’s front panel.

“The Safekeeper package design effectively communicates this message,” says Beau Phillips, Third Gear principal.

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