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AroMetrics packs refreshed

A good-looking and good-smelling package redesign for Valvoline car fresheners cuts through the ‘noise’ at retail.

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Redesigned and re-introduced in early 2007, the AroMetrics products encompass five product lines and five package formats. The relaunch culminates a process that began when managers of the Lexington, KY, company saw an opportunity in the automotive air freshener market when it debuted the AroMetrics brand in 2004.

“We wanted to enliven a moribund market with high-performing new products with new delivery systems to kind of shake things up,” says spokesman Barry Bronson.

The premium blister-card packs did just that in the auto air-freshener segment, which had been characterized by cellophane-wrapped, pine-scented cardboard trees. However, in the ensuing two-plus years, what had been a lively design had grown stale. AroMetrics enlisted Group 4 (www.groupfour.com) to reevaluate the packaging, and performing consumer testing. “We asked ourselves if we could make the package work that much harder,” says AroMetrics marketing manager Julie Gondak. “We found a lot of clutter on the shelf and wondered how we could be clearer about our point of difference.”

While retaining a blister card format, the improvements rev up the packaging. The previous packaging comprised a printed oval “racetrack style” SBS card and polyvinyl chloride blister containing the product. Similarly, a blister thermoformed from PVC sheet (from several vendors) is adhered to an SBS backing card (from several vendors). A new printed insert inside the blister provides impact by adding a dimensionality to the packs that they did not have before. “This also pushes the brand and the product benefit literally forward to the consumer,” Gondak notes.

AroMetrics comprises five basic blister-card formats for five types of fresheners in a variety of scents, totaling more than 35 items. Depending on the product, PVC sheet thicknesses range from .01” to .015”. Backing cards are 16-pt clay-coated (to enhance printing) SBS printed flexo in three to six colors with a single color on the reverse; insert cards are 14-pt clay-coated SBS printed in six colors.

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