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Article | March 31, 1995
Tidying up the label
Shocking news from Kiwi Brands is that not all toilet bowl cleaners kill germs. In fact, new Ty-D-Bol® Sanitizing Formula is the only product on the market that kills germs, according to the company.
Graphics reflect the change with a bold statement in bright colors. "This is a major product improvement" says Bud Drago vp of marketing at the Douglasville PA-based Kiwi Brands. "We think it's worth a redesign." Graphic design firm Hanson Associates (Philadelphia PA) kept the gradations of blue in the background that helped Ty-D-Bol establish its shelf presence but added a red and yellow banner at the top of the pressure-sensitive paper/foil label. The label is flexo-printed in five colors by Beckett Inc. (Lionville PA). To use the product a threaded polypropylene overcap is removed and the injection/blow-molded high-density polyethylene bottle turned upside-down for placement in the toilet tank. It secures inside the tank with a hinged tab attached to the bottom of the bottle. Inside the neck a two-piece PP insert and "bobber" with a threaded closure acts as a dosing device regulating the amount of liquid released. All package components are made on-site at Kiwi. A widespread print advertising campaign is currently in place for Ty-D-Bol Sanitizing Formula. Introduced last May nationally suggested retail is $1.52.
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