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New dishwasher rinse bottle saves the day

With a structure likened to a superhero silhouette, a new bottle for LemiShine Rinse dishwater detergent additive brings double-digit sales growth to the brand.
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A new bottle with a “superhero silhouette” has brought double-digit sales growth to Midland, TX-based Envirocon Technologies’ LemiShine Rinse dishwater detergent additive. The product, said to make dishware sparkle by removing hard water minerals from the final rinse cycle, had a lackluster appeal on shelf, with packaging dating from 2007. The former design comprised a stock, 8-oz PET cosmo oval with a pressure-sensitive label.

“The main drawback was that there wasn’t anything unique about this bottle,” says Envirocon CEO Curtis Eggemeyer. “It was being lost on the shelf.” In addition, the p-s labels were lending distortion to the package graphics.

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Searching for a stronger-looking bottle on-shelf with more eye appeal, Envirocon approached Berlin Packaging’s Studio One Eleven Design in March 2013. What emerged was a custom high-density bottle with a full-body shrink-sleeve label. The new, 8.45-oz bottle features a tapered, oval silhouette with a broad shoulder, narrow base, and ergonomic waist that comfortably fits in the hand. A stock, 33-mm snap-top closure supplied by Berlin and manufactured by Aptar features a silicone valve that prevents leakage when the bottle is turned upside down as well as eliminates messy pouring.

“Shape conveys a superhero silhouette, as our product is believed to be the new high-def, super-octane rinse agent/performance booster in one,” says Eggemeyer. “The functional aspects of the bottle include a no-drip spout and a user-friendly interfaced bottle for use of the product.”

In designing the bottle structure, Studio One Eleven took Envirocon’s existing packaging equipment into consideration, says Tris Cattan, Senior Account Executive at Berlin. “The only modification required on the automated All-Fill line was a new screw and shrink tunnel,” he says.

Further helping the detergent container shine on-shelf, the bottle is decorated with a vividly printed, full-body PET shrink-sleeve label that runs from the base to the closure, and is perforated at the neck for easy opening. The label—designed by Envirocon’s Chris Merriam and printed by WS Packaging in eight-color HD flexo—features bright colors of red, blue, green, and “lemon” yellow that make the product pop on shelf.

LemiShine in its new bottle launched in September 2013, resulting in double-digit sales growth for the product.

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