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Article | October 4, 2008
Dawn's dual-product package differentiates brand
Packagers unwilling to invest in innovative, smart packaging will be the ones whose products are left on the shelf, advises smart packaging consultant Dr. Paul Butler.
“On-shelf competition is greater than ever before, and brands need smarter packaging to counteract the twin squeezes of private-label, copycat packaging, and the discounters. Leading brands such as Procter & Gamble and Nestlé recognize that 70 percent of the buying decision is made at the point-of-sale, and they are not afraid to introduce innovative packaging that costs a little more. Packaging as a simple billboard is an outdated idea.” One example of a “smart” idea launched in the last year by P&G is its Ultra Concentrated Dawn Simple Pleasures diswashing liquid line, which debuts a built-in air freshener in the base of the bottle. The product, which “delivers the benefit of a kitchen that remains clean and fresh long after you’ve washed the dishes,” according to P&G Home Care external relations manager Susan Baba, comprises 12.6 oz of liquid dishwashing soap and 0.4 oz of air freshener beads, held in a separate compartment. Baba relates that the bottle was designed by P&G and Webb-Scarlett deVlam (www.wsdv.co.uk/) to have a minimalist appearance that complements kitchen spaces, rather than detracts from them. Clear, pressure-sensitive bottle labels with graphics by Interbrand (www.interbrand.com) complement the bottle’s clean, spare look. The PET bottle, from Alpla (www.alpla), has a teardrop shape and is molded on front and back with a half-moon indentation. At the bottom, an indentation that follows the shape of the half-moon allows an opaque polypropylene base, supplied by Global Closure Systems (www.gcs.com), to be affixed. Tape on each side ensures it stays in place. P-s labels with peel tabs on the front and back of the freshener compartment advise consumers to “Remove Sticker for Maximum Scent.” Beneath are grate-like openings that let the scent disperse. Air-freshening perfume beads are a P&G product and match the fragrance of each dishwashing liquid in the line; there are four in all. “Functionally, the bottle design was an attempt to reflect the importance of fragrance in nearly every moment of our consumers’ lives,” relates Baba. The Dawn Simple Pleasures line is available in mass merchandise, drug, and grocery retailers nationwide for an average cost of $3.25.
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