Shaped cans clean up for B2C sales

Ergonomic metal spray cans from Chase Products Co. contain a product-specific towel for cleanup. Customer-selected product mix in custom-packed, 8-count laminated case is prompted by Internet orders.

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Shapely, ergonomic and convenient. That's the packaging design strategy for spray cleaners from Broadview, IL-based Chase Products Co. Add to that a laminated 8-count shipper/carrying case with convenient die-cut handle, and the overall results clean up on form and function in an e-commerce savvy package.

The cleaners use Chase's SureGRIP™ eCAN™ shaped by U.S. Can (Weirton, WV) with finger-hugging eRINGS™-three large rings, two smaller below-that encircle the steel can. They provide a comfortable gripping hand-hold designed to meet OSHA ergonomic regulations. In designing this feature, Chase had consulted with ergonomic specialists who used biofeedback data to evaluate the position of the grooves on the can, explains marketing director Ronald DeSimone.

The cans also feature TowelABOARD™, an "undercap" at the can base that contains a wipe specifically matched to the aerosol. The plastic undercap is supplied by Berry Plastics (Evansville, IN).

The Chase Case™ is designed specifically for shipment prompted by Internet sales at the www.chaseltd.com Web site. Consumers' orders prompt the custom packing of eight product varieties into a laminated case.

The overall patent-pending package design was orchestrated by DeSimone. From the floor of the National Hardware Show, held mid-August in Chicago, DeSimone described the can as the first shaped steel aerosol can in the U.S. More packaging highlights from the NHS will be presented in the October issue of Packaging World magazine and on this Web site.

Complete conversion planned

The shaped cans represent an on-going conversion into shaped cans that started with the company's cleaning products, in five sizes from 11 to 16 oz, in October '99. That is being followed by the current rollout of Chase's Champion Sprayon® paint products. The shaped cans will eventually migrate into the company's other products, DeSimone tells Packworld.com.

The can is not custom. In fact, DeSimone is hoping that the competition will also adapt the shaped cans. "It will increase consumer acceptance by association of the shape with aerosols," he says.

The overall package design is patent-pending as is the undercap containing the chemical-specific wipe.

The package design provides a family look. A color-coded triangle identifies the particular variety. DeSimone says that a redesign set for October debut enlarges the triangle to make product identification easier.

Premium laminated case

The 8-count "Chase Case," designed and supplied by Container Graphics & Display, Inc. (Villa Park, IL), is every bit as attractive as the cans. The case structure comprises a facing of 10-point SBS litho-printed in four colors plus aqueous coating that is film-laminated and mounted to single-face 200# test C-flute corrugated. The film lamination provides moisture protection for the ink and the case.

The knocked-down case has two pressure-sensitive plastic inserts, attached by Chase personnel, that guide manual assembly. "This makes the assembly process user-friendly and consistent every time, worker to worker," points out DeSimone. In use, die-cut handles fold out for easy carrying.

The case ships as a regular shipper to customers. A perforated tear-strip allows removal of the top portion of the case to expose about half the can height.

The 8-count case is currently sold regularly for $39.95, but a current special prices it at $29.95. Shipping is free for two or more cases, DeSimone notes.

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