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J&J’s approach to packaging for millennials

Like packaging professionals everywhere these days, the team at Johnson & Johnson Consumer Inc. understands that designing packaging for millennials requires a certain touch.

Designing this bottle presented a big challenge for the brand in terms of equity.
Designing this bottle presented a big challenge for the brand in terms of equity.

The JJCI team showed a deft touch indeed with two product launches in 2018: Listerine Nightly Reset, which is technically more of a line extension than a launch, and C&C by Clean & Clear.

Nightly Reset is a new anticavity fluoride mouthwash that is aimed squarely at millennials. β€œFocused as it is on a different target than original Listerine, it presented a big design challenge for the brand in terms of equity,” says Miguel Herrera, Global Package Development Director for North America Consumer and Global Oral and Wound Care for JJCI. β€œWith Nightly Reset we needed a different look, something that would appeal to millennials. So we designed a second equity, so to speak.”

Sure enough, some of the original iconic design is echoed in the pinch-waist shape of the Nightly Reset bottle, which is injection-stretch-blow-molded PET just as original Listerine is. But even though the word β€œListerine” in its time-tested typeface is dominant in position and size, the overall appearance of this container is dramatically different.

Not different, however, is the cap. β€œWe use the same cap as you’ll see on original Listerine,” says Rafal Hrymoc, Global Package Development Director for Beauty Packaging and Innovation at JJCI. β€œIt’s a matter of leveraging what we couldβ€”the engineering, the injection molding machinery, the moldsβ€”in an effort to keep costs in line and to retain some of that iconic brand positioning. Yet the container is boldly different than that of original Listerine.”

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