New dishwasher rinse bottle saves the day

A new bottle with a “superhero silhouette” has brought double-digit sales growth to Midland, TX-based Envirocon Technologies’ LemiShine Rinse dishwater detergent additive. The product, said to make dishware sparkle by removing hard water minerals from the final rinse cycle, had a lackluster appeal on shelf, with packaging dating from 2007. The former design comprised a stock, 8-oz PET cosmo oval with a pressure-sensitive label.

“The main drawback was that there wasn’t anything unique about this bottle,” says Envirocon CEO Curtis Eggemeyer. “It was being lost on the shelf.” In addition, the p-s labels were lending distortion to the package graphics.

Searching for a stronger-looking bottle on-shelf with more eye appeal, Envirocon approached Berlin Packaging’s Studio One Eleven Design in March 2013. What emerged was a custom high-density bottle with a full-body shrink-sleeve label. The new, 8.45-oz bottle features a tapered, oval silhouette with a broad shoulder, narrow base, and ergonomic waist that comfortably fits in the hand. A stock, 33-mm snap-top closure supplied by Berlin and manufactured by Aptar features a silicone valve that prevents leakage when the bottle is turned upside down as well as eliminates messy pouring.