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Liquid mints become 'jewels' in a tube

Yosha! Enterprises breathes fresh air into category by finding structural inspiration in the cosmetics aisle.

The clear 'super tube' variety pack highlights the mints' visual appeal.
The clear "super tube" variety pack highlights the mints' visual appeal.

Forward-thinking marketers know that some of the best packaging innovations occur when they look elsewhere in the store for ideas. Count Yosha! Enterprises, Westfield, NJ, in this group.

The company had gained a reputation as an innovative marketer by introducing liquid breath mints under the Momints brand. Now it is solidifying that status by extending tube packaging into the category.

Packaging for Momints takes two approaches. The first is a pocket-size foil pouch containing a tube that holds eight gelatin capsules filled with flavored liquid. The second is a “super tube” variety pack that contains 15 of the eight-count tubes.

Yosha originally introduced the liquid mints in glass tubes with a flagged label in a test market. Among other concerns, the glass posed a potential safety issue, so Yosha switched to clear, cellulose acetate propionate tubes with polypropylene caps from Petro Packaging. The company believes that these tubes help the brand respond to retailer sentiment and the desire for more visually striking packaging in category planograms.

Cross-fertilization of ideas

What is the source of this creative idea? Interestingly, Yosha, a confectionery products marketer, found inspiration in the cosmetics aisle.

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