Package redesign precipitates White Rain sales gain

The Brandon, FL-based private-label manufacturer acquired the White Rain brand from The Gillette Company in 2000, and strongly believes that packaging creativity can help reinforce and build brand equity.

The new White Rain 15-oz and 19.95-oz plastic bottles (clear PET for the shampoos and opaque high-density polyethylene for the conditioners) feature enhanced artwork. Diamond produces the HDPE bottles in-house and purchases the PET bottles from Tri-Delta Plastics. Both bottle types and sizes are labeled with clear, preprinted, pressure-sensitive film labels from Smyth Co., Inc., using Shorewood Engineering labeling equipment.

Diamond Products sought a larger, thicker-gauge, distinctive, premium-looking, user-friendly dispensing closure for the new bottles. Its packaging engineers and brand managers worked with O-I to develop the new customized polypropylene, flip-top dispensing closure design, featuring O-I’s Contour™ hinge closure technology.

Adaptable to almost any shape, style, or size of container, the Contour closures run extremely well on in-line capping equipment. Diamond uses cap sorting and feeding equipment from M&S Automated Feeding Systems and capping equipment from Pneumatic Scale Corp.

The thick, sturdy closures are durable enough for multiple-use product opening and reclosing. The hinge can flip back more than 170 degrees, staying out of the way of product as it is dispensed.

Kurt Hedstrom, packaging engineer for Diamond, notes, “Our goal was to produce an elegant appearance and still keep our low cost to customers. O-I was able to develop a look that has the appearance of one of the higher-priced items on the shampoo shelf.” —Judy Rice