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Nesting club-store carton puts Mr. Clean on full display

Replacing a thermoformed tub with an overlapping carton configuration for its Mr. Clean Magic Eraser club-store assortment, P&G enhances product visibility while increasing the package’s sustainability.

A clever design whereby the cartons are nested gives consumers full visibility to the packaging from all sides.
A clever design whereby the cartons are nested gives consumers full visibility to the packaging from all sides.

Procter & Gamble has cleaned up the club-store pack for its Mr. Clean Magic Eraser assortment, making it more visually appealing and more sustainable in the process. In late 2016, P&G approached PaperWorks Industries to help them bring to life a concept of nested cartons that would provide a 360-deg billboard for the product and make it more sustainable in terms of material use and cubing.

Explains Peter F. Jesus, VP, Packaging Development & Support Services, PaperWorks, P&G had been using a thermoformed tub in a 9- and 11-ct size for three varieties of Magic Eraser, each product designed for a different task. “The company felt the package had a poor ‘first moment of truth,’ which meant consumer appeal was lacking,” says Jesus. “Furthermore, the thermoformed tubs did not meet sustainability objectives, and they did not palletize or transport well.”

Catching the consumer’s eye at a distance and from all sides of a pallet is a must in the club-store environment. With P&G’s previous pack, it could only promote the product through labels. The new folding carton—an auto-bottom tuck-top with an extended principal display panel—provides six panels onto which P&G can print graphics and messaging. An especially clever design whereby the cartons are nested also gives consumers full visibility to the packaging from all sides.

“P&G brought the concept to PaperWorks to execute,” says Jesus. “It mates the front of one carton with the back of a second to create a 360-degree billboard. This means that whether you are standing in front of the club-store pallet or are looking at its back through the aisle behind it, or from either side, you are seeing the exact same thing.”

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