First, the pouch construction had to be one that wouldn’t delaminate even though the product inside includes some powerful ingredients. Second, the graphics on the pouch had to match those printed on the PET bottle already on store shelves.
Unilever marketers found the material they needed in a three-layer adhesive lamination from Alcan Packaging Canada. It consists of 48-ga clear polyester/48-ga metallized polyester/300-ga polyethylene. The clear polyester is gravure-printed in seven colors. A contract packager used a vertical form/fill/seal machine to produce the 500ꯠ pouches needed for the promotional mailing. “This coast-to-coast mailing went to specific households based on demographics,” says Unilever marketer Tim Foran. “It’s still a bit early to gauge how successful the promotion was, but consumers who see the new softener in the store are giving it a try.”
