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A 'counter-worthy' bottle design for new Trojan Lubricants

A sensually sculpted PET bottle for a new line of personal lubricants from Trojan is attractive and elegant enough to live on a nightstand without embarrassment.

Pw 53208 Pve Trojan Group

In debuting its three-product line of personal lubricants under the Trojan brand, Church & Dwight sought a custom package design that was premium, while meeting its cost-of-good requirements; gender-neutral; easy to use; and discreet and aesthetically pleasing enough to live on a nightstand. That’s according to Sarah Palomba, client director for Product Ventures, the structural packaging design firm that engineered the sensuously sculptured, jewel-toned bottles that launched on retail shelves in April 2013.

“The biggest dance we had to do with consumers was maintaining that gender-neutral appeal,” says Palomba. “We wanted the package to be sensual, but if it went to far in the female direction, and it looked like a perfume bottle or something like that, it would alienate males.”

Through carefully considered form and color, as well as in-depth consumer research, Product Ventures designed a column-shaped, 3-oz custom PET bottle with custom polypropylene cap that is sensual without being tacky, “alluding to an intertwining of two shapes, twisting and turning in a passionate embrace,” says Product Ventures CEO and founder Peter Clarke.

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