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Creating a national brand

Parmalat Bakery Group recently selected Ionic Communications Group to create the branding and packaging strategy for a line of cookies marketed under the brand name Mrs.

Pw 14107 Mrs A Packages

Alison’s. The .03-mm-thick polypropylene and acrylic-coated film packages are printed in five line colors plus one flavor designator color that’s flexo-printed. Packaging is converted in the United States by Master Packaging, and in Holland by Amcor Flexibles. Graphics include a revised Mrs. Alison’s brand mark, a clear window to permit instant product visibility, and a color-coded banner to identify flavor. The primary display panel is an intense red color specifically selected to establish a strong billboard. The red, white, and blue brand mark is positioned in the same spot on all variations and is substantially larger than in previous versions. Mrs. Alison’s cookies are available in retail stores nationwide, selling for 99¢ per pack.

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