A drip-free, stronger-than-usual gel formulation for Goo Gone was unveiled in a 14-oz spray bottle at the National Hardware Show. The Goo Gone Pro-Power Spray Gel bottle is a first for the familiar citrus-based solvent from Cleveland-based Magic American Corp. It will appear in two versions: a polyvinyl chloride spray bottle targeting hardware outlets and a clear 12-oz PVC spray bottle that will debut later this year. The latter version, reformulated differently from the hardware version, will target female consumers, according to director of marketing James Zeilinger.
Zeilinger characterizes the industrial bottle, which is the more unusual of the two, as “packaging that’s unique, yet fits the marketplace.” It is blow molded of silver-pigmented polyvinyl chloride by Salbro Bottle (Cleveland). The bottle’s color, along with a diamond pattern debossed on the surface, imparts a tough industrial look that resembles nonskid flooring. The pattern is reminiscent of that on Spalding’s XFL football box (see May ’01, p. 10, or visit packworld/go/xfl).
“Because consumers aren’t used to seeing a texture like this on a bottle,” explains Zeilinger, “we wanted that pattern to be just right, and not overly busy.” He says that PVC was chosen rather than PET because of its molding flowability in the bottle’s prominent left side “bump.” The bottle is decorated with laminated front and back pressure-sensitive labels.
