Pennzoil's futuristic packaging

When Pennzoil® launched its Synthetic line of automotive products, marketers there were looking for a package that conveyed the advanced technology of the product.

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They turned to CMA (Houston, TX) to design a bottle that appeared high-tech and was also functional. The design firm came up with an HDPE bottle with a metallic-looking silver colorant. Added pop comes from a paper label printed offset in four colors by Seneca Printing & Label (Franklin, PA). The label also features a custom HoloPRISM® holographic pattern executed by Proma Technologies (Franklin, MA). The label was designed in conjunction with CMA and Pennzoil marketing personnel and features a holographic sphere with the yellow and black Pennzoil logo applied to silver/gray bottles. Pennzoil Synthetic experienced a 114% growth within the first quarter following the implementation of the new design.

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