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Article | July 31, 2003
Paperboard box gives headache relief
When Bristol-Myers Squibb was ready to introduce a “melt-in-your-mouth” formulation of its popular Excedrin headache medication, it sought a cure for the common marketing dilemma of standing out at retail.
Targeting Wal-Mart New York-based BMS wanted to create a unique promotional kit to introduce the new product to 5 pharmacy and health-and-beauty-aids managers across the country. In the end the company turned to New Creature a point-of-purchase marketing company that specializes in displays and packaging for Wal-Mart’s suppliers. New Creature turned to converter Panel Prints which suggested Forte® a solid fiber board from MeadWestvaco Packaging Resources Group.The box designed to be a motivational tool and gift was eventually packed with product literature as well as pens highlighters balloons and shelf talkers. It was designed to be sent to store personnel a few days before the product would arrive.“We often deal with corrugated” says Amber Savage product manager at New Creature. “It wasn’t an option here because we wanted a clean smooth look without wavy flute lines.” For this 8x8½x3½” box Panel Prints uses a 30-pt solid fiber base with a 6-pt coated top liner for printing. “We knew it would print well” says Joe Torquato of Panel Prints “because MeadWestvaco has a reputation for smooth consistent print surfaces.” The 36-pt board was offset-printed in four colors.“What’s great about this material is that it provides the strength of a micro-flute corrugated board but without the corrugating step” Torquato says. The promotional box got a lot of attention Savage says. “Bristol-Myers Squibb was very pleased with the results.” —AO
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