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Consumer packaging insights help Preen stay on top

If youā€™re No. 1 in your product category and want to stay there, consumers will give you clues on how to stay on top if you ask the right questions.

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Lebanon Seaboard, a leader in lawn and garden supplies, took that approach. The Lebanon, PA-based marketerā€™s Preen Weed Control is the top-selling brand in its category, yet the company decided to survey consumers for their perceptions of the brand. The results told Lebanon Seaboard that the package had shortcomings in consumersā€™ minds and would require structural modifications. Among consumersā€™ observations:

ā€¢ They liked the plastic containerā€™s applicator, bright yellow color and said they easily recognize the package in the weed-control products aisle.

ā€¢ Homeowners ages 35 to 44 wanted a package that is simpler and more intuitive to use.

The companyā€™s objective for a new package, says Maryanne Bayoumy, Preen brand manager, was a design that could answer these two concerns and address manufacturing and retailer needs.

4sight (www.4sightinc.com), a structural package innovation firm, provided the answer with an ergonomic, rectangular high-density polyethylene container. The packageā€™s new shape holds 20% more product volumeā€”7 lb 8 ozā€”than the previous package without changing the footprint size on the store shelf. Yet the bottle conforms to 11ā€ package height restrictions.

The container was also designed within undisclosed filling, sealing, and production parameters set by Lebanon Seaboard.

Another consumer benefit is the switch from a grip at the top of the container to an open handle on the right side. The ergonomic placement of the side handle makes a filled container easier to carry. A new flip-closure cap sits atop the container.

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