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Insecticide debuts in 'killer' packaging

GardenTech launches 10-lb stand-up bags of Over ‘n Out in a three-piece display-ready case with a stand-out four-color design.

New insecticide appearing this month uses stand-up packaging with glitzy eight-color flexo printing to lure consumers. A die cut
New insecticide appearing this month uses stand-up packaging with glitzy eight-color flexo printing to lure consumers. A die cut

Gulfstream Home & Garden, Lexington, KY, this month introduces a new insecticide, Over ’n Out!, in the war against fire ants. The product’s upscale packaging—shiny stand-up 10-lb bags and colorful, display-ready cases—should attract consumers as effectively as the granular insecticide attracts ants.

“Most consumers make the decision at point-of-sale about what product they select,” explains vice president of marketing Darren Horst, “so we needed to create something distinctive enough that it would get their attention.

“We wanted to distinguish Over ’n Out! not only through graphics, but in how the product is merchandised at retail. Most granulated bagged products are sold lying flat, but our bags are merchandised standing up in a tray. That’s why we have a grab-through handle on the bag—it makes it easy for consumers to pick up and carry one of the stand-up bags.”

The company, better known as GardenTech, expects that the premium packaging for Over ’n Out! will also give it a leg up in the battle for market share. Horst says that the category is characterized by baits and by bottled liquid concentrates. Each bag of Over ’n Out!, which is guaranteed to provide season-long control with just one application, treats 5ꯠ sq’ via a lawn spreader.

Primary plans

GardenTech decided it would use packaging to create the image of a premium product, which commands a retail price from $19.99 to $24.99. “It has to look like it’s worth $25,” Horst explains. “That’s why we opted for the shiny structure, the gold banner, and the blue bleed, and the fade from top to bottom. Rather than opaque, the blue print appears translucent, so it will look considerably different from anything else that’s in the market. With this product, we intend to underpromise and overdeliver to consumers.”

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