Citing the need for a “self-selling” package Danbury CT-based Honeywell Consumer Products Group broke with tradition and selected what it calls a first-for-the-category composite can to package its FRAM® X2™ Extended Guard Oil Filters. Launched in August the filters are shaking up the automotive aftermarket because they’re said to extend the interval between oil changes from 3 to 7 miles.
“We feel our pack reflects how unique the product inside is and clearly communicates that message to consumers” says Jim Brown senior product manager at Honeywell. The can costs about 6 or 7¢ more than a typical folding carton says Brown.
Supplied by Sonoco (Hartsville SC) the canister is spiral-wound of two plies of recycled paperboard plus an HDPE/kraft liner for enhanced strength. The paper label from Castle Pierce (Oshkosh WI) is flexo-printed in six colors plus aqueous coating. An orange overcap accentuates the label graphics.
FRAM makes the new filter in a variety of sizes so Sonoco provides nine can sizes in three diameters (300 307 and 401) ranging from a 300x310 for small filters to a 401x512 for larger filters.
FRAM outsources the packaging of the filters to a contract packager. That firm seams on an aluminum ring-pull top to keep unscrupulous consumers from moving the $9.99 filter into a carton bearing a lower price tag.