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Shelf Impact! Anne Marie Mohan

New beverage rolls out with kp's Pentalabel® roll-sleeve film

Dairy Farmers of America gets maximum shelf appeal and full-body impact with roll-sleeve film. This high-performance alternative to roll-on and shrink-on labels gives big impact with roll-on technology.

Klöckner Pentaplast

Video: Roll-fed expanded content labels in action

See this short video from Quality Assured Label that demonstrates how expanded content labels open and re-close for roll-fed labeling applications. Video also demonstrates in-line application on existing equipment.

Quality Assured

Twang Beer Salt rises above beer cooler chatter with new clip strip

Looking for a way to cut through all the promotional noise within the beer cooler aisle while increasing product visibility, display functionality and sales, Twang Partners LTD turned to WS Packaging to create an innovative point-of-purchase display for its line of Twang Beer Salt.

WS Packaging Group Inc.

Retail-ready multi-pack formats for a variety of container types

Video from Delkor Systems shows a variety of retail-ready multi-packs for round, tapered containers, large club-store bottles with carrier handles, even multipacks with printed film. Video shows how packs work in visi-coolers. Ample machinery footage showcasing how equipment operates.

Delkor Systems

Labeling project in the works?

New! Download this free, 70-page Labeling Playbook jam-packed with strategies for success, best practices, and pitfalls to avoid. Whether your job involves machinery engineering, package design, package development, or production, download this playbook now.

Packaging World

Shelf Impact! Advisory Board

Our packaging experts help shape the content and provide independent analysis.

January 4, 2012
In This Issue


Are package designers ignoring the strongest segment of their audience?

thumbPackage Gallery

'Melting pot' innovations merit high scores

Eric Zeitoun, President, Dragon Rouge USA

The 2011 fourth-quarter Shelf Impact!/Dragon Rouge survey of innovative packaging awarded products that holistically combined creative concept, design, and execution: a wellness water that uses an active cap to deliver vitamins, a twist on concentrated cleaner packaging, and an appetizing pack design for organic baby food.

With a composite score ranging from 3.5 to 3.7 on a five-point scale, the three packaging innovations that lead our report are Karma Wellness Water, Ella's Kitchen's new organic baby food packaging, and SC Johnson's new Smart Twist all-in-one cleaning system. While all three scored high across the board, they were exceptionally strong with relation to concept idea, structure, and graphics.

Taking the top spot this quarter is a new line of natural, nutrient-enhanced water. Unlike other nutrient-enhanced waters, where the vitamins are premixed with the water, Karma has developed KarmaCap, a proprietary technology that allows the vitamins to be contained in an airtight cap. When you're ready to open the bottle and release the vitamins, simply peel off the top sticker, push the cap down, and shake! Since vitamins deteriorate in water, premixed drinks lose their strength over time. Karma allows you to enjoy all the vitamins' benefits at their maximum potency.

With five different varieties, each focusing on a different health benefit, the line differentiates itself on-shelf through its square bottle shape, unique cap, and strong flavor cues. The uniqueness of the active cap technology caters to the idea of fresh convenience, clearly communicating the benefits and value of achieving the maximum vitamin potency when you need it most.

Fresh, on-the-go convenience is also exhibited in the new packaging for Ella's Kitchen, an organic children and baby food brand in the U.K. The goal of the project was to harmonize and evolve the packaging to bring greater visibility and recognition of the brand mark across the line, provide a clear and simple communications hierarchy, and ensure that designs are appealing and differentiating. The new "at a glance" age-and-stage communication system cuts through the clutter, allowing moms to conveniently identify which product they need without having to invest time deconstructing the information on-pack. The vibrant colors and messaging such as "I'm Organic" further emphasize the freshness of the product.

Following the convenience theme, SC Johnson has introduced a new take on concentrated cleaning solutions with an all-in-one cleaning system. The system, called "Smart Twist," was created to help consumers clean more efficiently and effectively by enabling them to choose three of their five favorite cleaners to dock at one time in a simple, lightweight sprayer that adds the water. Consumers simply fill the tank of the handheld sprayer with water and snap each of the concentrate containers into place. When they are ready to use the system, they simply twist the carousel to the desired cleaner. The new system is convenient for consumers and also takes up substantially less space than having to store each product individually.

Read the full article



Are package designers ignoring the strongest segment of their audience?

By Ted Mininni, President, Design Force, Inc.

With birthrates falling and the senior demographic growing substantially across the globe, marketers and retailers need to evaluate their offerings to ensure they are accommodating this powerful purchasing group.

Recent research points to startling statistics. We all know that populations are aging in much of the world. But do we know how significant the size of the senior demographic is and how much discretionary spending they account for? Do marketers suspect how badly they're missing the mark with mature consumers? Apparently not.

The first of its kind, a study from A.T. Kearney titled "Global Maturing Consumer" surveyed more than 3,000 people aged 60 and older in 23 countries—including the U.S., Europe, Asia, and Russia. The study uncovered nuggets of great information for marketers of consumer products and for retailers to digest and act on. Here's why: Birthrates are falling, making a hefty percentage of populations older. People are living longer globally, besides.

In the U.S. alone, people aged 50 and older own 80% of the financial assets in the country. They also account for half of all discretionary spending. The data is similar for developed countries around the world. Yet, consumer product marketers direct their advertising to younger demographics, making seniors feel as though they aren't being addressed, but largely ignored.

That's not all. Most packaging, as it exists now, presents problems for seniors. More than 50% of consumers between the ages of 60 and 70, nearly 60% of those between 70 and 80 years old, and a whopping 66% of those over 80 report difficulties with current packaging. A great deal of packaging is hard to read for older people, even with the aid of glasses. This signals a problem that really should be addressed by consumer product companies.

When package fronts, labels, and product directions are difficult to read, seniors understandably get frustrated. When they do make a purchase and interact with packaging, many find it difficult to open, presenting another significant problem. But, as Lee Iacocca said, "We are continually faced by great opportunities brilliantly disguised as insoluble problems."

Read the full article

Science of aromatherapy conveyed through color, texture, numbers

By Anne Marie Mohan

A sensory experience is the object of meticulously crafted packaging for a line of premium-quality, therapeutic-grade pre-blended essential oils introduced by 21 Drops. The brand—created by founder, owner, and chief product officer Cary Caster—was launched just over a year ago, to introduce the science behind aromatherapy to a new audience.

"There are a lot of stereotypes out there about aromatherapy," says Caster, a clinical aromatherapist located in Delray Beach, FL. "The real message we want people to understand is that there is a very specific science behind it. The chemicals in essential oils affect our olfactory sense, and that in turn affects the chemistry in our bodies to cause change."

21 Drops uses 100% organic or wild-crafted plant-based oils, sourced from artisan distillers around the globe. The oils have been blended into 21 different combinations to address 21 common health conditions that were determined through ethnographic studies, as well as clinical evaluations from Caster's practice. Some of the conditions include congestion, headaches, sleeplessness, digestion, and pain relief. A twenty-second blend can be custom-formulated for consumers to address their individual health concerns. The challenge in developing packaging for the brand was to make it portable, contemporary, and approachable. According to Caster, "The idea was to draw people in enough to warrant the time to explain to them the science behind aromatherapy."

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Package Gallery

A closer look at the newest trends in today's packaging.

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Family-member status of dogs helps sell pet treats

The cherished relationship between "pet parents" and their canine "kids" is the focus of packaging graphics for Del Monte Pet Products' new home-style treats for dogs. Made from 100% real jerky, sausage slices, and meatballs, the Milo's Kitchen line of four treat varieties is packed in a stand-up, resealable pouch, decorated with graphics of pet owners interacting with their dogs, in heart-warming, full-color photography. Del Monte worked with brand agency CBX to fine-tune the positioning and packaging design for Milo's Kitchen. Through an extensive research process, CBX helped pinpoint the insight that pet parents regard their pets as equal members of the family unit. As such, they want to share the same kind of 100-percent real, nutritious, and flavorful snacks that they themselves would eat. "This revelation became the driver—the distinct 'a-ha' moment—behind the development and positioning of a pet snack brand that would allow Del Monte to carve out its share of this burgeoning [pet food and products] market," says CBX chief creative officer Rick Barrack. In addition to photography of people embracing their pets, the package design for Milo's Kitchen includes a round bulls-eye on the package, displaying the 100-percent real quality seal, to reassure consumers of the high-quality ingredients. The light color of the packaging adds to the fresh and natural appeal of the product, as well as boosts its shelf presence on crowded grocery and retailer shelves. A clear window on the front of the bag has been maximized so consumers can see the pet snacks inside. The back panel complements the positioning on the front by telling the story of the brand.

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Bourbon brand makes comeback in historically inspired bottle

Cyrus Noble Small Batch Bourbon Whiskey, a Kentucky spirit bottled by Haas Brothers of San Francisco, has a long and prestigious history that dates back to the California Gold Rush, when it was a favorite among miners. That history ended, though, around the middle of the twentieth century when soldiers returning from World War II were "exposed to other drinks, and young people did not want to drink their father's beverage," explains Steven Burrows, principal of Haas Brothers. A recent resurgence in bourbon drinking, however, has inspired Haas to demothball the brand. Burrows says the strategy for the revived brand was to "link the hale and hearty miners, travelers, and explorers of the California Gold Rush to today's entrepreneurs, who have the guts to lead and not follow." To design the packaging, Haas worked with Global Package LLC, a glass and materials sourcing company, and design firm PhilippeBecker. The goal was to create a bottle that had the feel of the original packaging, but with an updated look. Bottle decoration includes the logo of a crossed pick and shovel topped by a crown—representing the regal nature of Kentucky's bourbon whiskey—embossed into the shoulder of the bottle and centered above the label, along with the same ghosted image in green on the label itself. The color scheme of off-white, dark green, and red harkens back to the colors used on the original label. An illustration of a miner panning for gold is used in a medallion design on the neck label, touting the brand's heritage with the words, "Cyrus Noble Bourbon San Francisco," and "Est 1871." The final result is an elegant, handsome update of a historic original.

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Flock-of-birds theme carries design for sparkling water

An elegant, white flock-of-birds motif against a cobalt-blue background dominates the package design for a new line of all-natural, flavored sparkling water beverages. Something Natural was developed as a natural alternative to artificially flavored, carbonated beverages and so employs a package design that speaks to the brand promise of crisp, healthy, refreshing, and natural. The drink, in five flavors, is packaged in an 11-oz cobalt-blue, custom glass bottle (supplier proprietary), which was selected because of its premium appearance, its recyclability versus PET, and its ability to protect product stability and quality. To convey a brand image of all natural, yet modern, and to differentiate Something Natural from its competitors, the beverage company chose Little Big Brands to create the masterbrand identity, as well as the primary and secondary packaging. Through focus groups, Little Big learned that consumers want "straightforward messaging and products that don't overreach," says Little Big creative director John Nunziato. "Our goal was to make Something Natural synonymous with simple, all-natural refreshment, and we believe that our packaging expresses that." The main graphic element of the package, the flock of birds illustration, runs across the bottom of the front panel. The flock, as well as an illustration of two birds on the neck of the bottle, and the brand logotype and flavor identifier are screen-printed onto the glass in two colors—a special white and a color designating each flavor.

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Featured Video
Nair hair remover in an easy-open clamshell
Anne Marie Mohan examines a Nair brand hair remover product from Church & Dwight whose primary package has ergonomics written all over it and whose secondary package is a clear plastic clamshell with notable easy-open features.
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