Tidying up the label

Graphics reflect the change with a bold statement in bright colors. "This is a major product improvement," says Bud Drago, vp of marketing at the Douglasville, PA-based Kiwi Brands. "We think it's worth a redesign." Graphic design firm Hanson Associates (Philadelphia, PA) kept the gradations of blue in the background that helped Ty-D-Bol establish its shelf presence, but added a red and yellow banner at the top of the pressure-sensitive paper/foil label. The label is flexo-printed in five colors by Beckett Inc. (Lionville, PA). To use the product, a threaded polypropylene overcap is removed and the injection/blow-molded high-density polyethylene bottle turned upside-down for placement in the toilet tank. It secures inside the tank with a hinged tab attached to the bottom of the bottle. Inside the neck, a two-piece PP insert and "bobber" with a threaded closure acts as a dosing device, regulating the amount of liquid released. All package components are made on-site at Kiwi. A widespread print advertising campaign is currently in place for Ty-D-Bol Sanitizing Formula. Introduced last May nationally, suggested retail is $1.52.