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In today's world of multi-media advertising and information overload, brand owners are faced with the challenge of effectively communicating with consumers and driving product trial and usage. Of all the marketing tools (advertising, coupons, etc.) at one's disposal, there is mounting evidence that merchandising through packaging and point-of-purchase displays are the most effective in winning the proverbial "first-moment of truth." Packaging is becoming an increasingly important part of the marketing mix, evolving from the old perfunctory role as a protector and transporter of product to being a brand ambassador and sales person to the consumer.