If the marketing budget allows, custom packaging may provide one answer to achieving the “wow” factor.
Among the custom retail packages coming on the market is Rotating Interactive Custom Packaging (RICP) from AVC Corp., a Torrance, CA-based contract packager. AVC’s one-stop, vertically-integrated retail packaging facility develops these custom packages to showcase all sides of a product via a see-through, 3-D rotating capsule centered within a 2-D plastic frame that houses the graphic insert card.
Spinning freely within its own panoramic globe of clear plastic, a product inside of RICP reveals all of its attributes, from every angle. The multi-dimensional package design contrasts other forms of custom packaging that only show the front and back of a product.
Moshe Begim, AVC president, explains that the rotating package suits ultra-thin profile products or small, handheld products with 3-D physical attributes that are selling points in the store. Categories with products bearing these attributes include cosmetics, pharmaceuticals, candy, jewelry, watches, toys, batteries, film, hardware products, objects d’art, cell phones, headsets, radios, and video games.
A 2-D plastic frame secures the package’s free-moving center and also holds the graphic insert card. The center revolves around two plastic half-axles at the top and bottom of the package, enabling 360° rotation of the product.
The patented rotating packaging is designed to draw consumers into an active purchase decision-making process by drawing on his or her kinetic senses of motion and touch, Begim adds. The product instantly comes “alive” inside the package in the consumer’s hand instead of sitting passively on the shelf in other forms of packaging.
Theft-resistant measures built are into each RICP package to provide product security. The product is RF-sealed within the rotating chamber, requiring a knife or scissors for removal. The chamber requires extensive cutting in order to be snapped out of the package, Begim says.
