On the heels of a graphic redesign implemented last summer, Libby Perszyk Kathman (Cincinnati, OH) was called back to add a winter motif to package graphics. The result: all but three gravure-printed colors were dropped out "in order to optimize the consumers' creative potential," says a spokesperson for Newport, KY-based Heinz Pet Products. The three-ply paper/film bag is provided by Union Camp (Wayne, NJ). It has a water-based top coating that makes coloring easier. The 31/2-lb bag is the smallest 9-Lives offers. It was chosen so that it could be emptied in a relatively short time period, allowing consumers to crack out the crayons. Two of the company's best selling varieties are being used for the promotion. The grand prize winner receives a trip to Chicago for a picture with spokescat Morris. The top three winners will see their entries on next winter's 9-Lives packaging.
New life for Morris
Cat lovers are urged to breathe a tenth life into Morris the Cat this holiday season with Heinz Pet Products' new 9-Lives® Color & Win promotion.
Nov 30th, 1997
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