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Crayola kid's soap makes splash

Personal-care products marketer uses distributor’s design studio to come up with new package for squeezable foam hand and body soap for kids.

Instead of a pump, which requires two hands for dispensing, the Squeeze & Squirt container lets kids use a single hand to releas
Instead of a pump, which requires two hands for dispensing, the Squeeze & Squirt container lets kids use a single hand to releas

This summer, America’s kids will have a little more fun cleaning off the dirt from playing outside, thanks to Crayola Squeeze & Squirt foaming hand and body soap from Binney & Smith licensee Schroeder and Tremayne.

Available in two colors, the new 6-oz package brings to life a Crayola character called Tip and uses product colors right from the crayon box: Jazzberry Jam and Atomic Tangerine. Made from a custom preform, the container is a clear PET bottle enclosed in a seven-color shrink label of polyvinyl chloride. The container was designed by Studio One Eleven, a unit of Berlin Packaging.

The squeeze bottle is topped with a color-matched EcoSqueeze™ foamer from Emsar. Each variety is tinted to show through the bottle and label, and scented to match the name. The new products began roll-out in late June to mass merchandisers, grocery, toy, and drug stores.

The packaging project began last August when St. Louis-based Schroeder & Tremayne contacted Berlin Packaging about needing a fun package for a kid’s hand soap. While the manufacturer had purchased other packaging from Berlin in the past, this was the first time it worked with Studio One Eleven.

When the design company was originally contacted, the marketer sought a package design in just a matter of days, because the company needed to turn around the project quickly. The designers told the company that they needed an additional week.

“We knew we couldn’t offer our best work in just a few days,” says Scott Jost, a director at Studio One Eleven. “We told them that if we could have an additional week, we’d offer a whole set of packaging options. That’s because we wanted to review the licensee manual and we wanted to audit similar products in the marketplace.”

Even though the designers worried they might lose the assignment, they also explained that they felt they could make up the time elsewhere in the process, says Guy Considine, vice president of business development for Berlin. That was persuasive to the client, which recognized the importance of the designers reviewing the licensee manual and understanding the competition.

Tip’s personality traits

“Studio One Eleven came up with several dozen concepts that included weaving the personality traits of the Tip character into an interactive package,” says Carla Schaeffer, brand manager at Schroeder & Tremayne. “We think it’s an excellent solution that is fresh, appealing, and instantly identifiable on the shelf.

“Parents are always looking for strategies to make getting clean more enjoyable for their kids, and we were looking for a new way to translate Crayola’s brand equities of innovation, interactivity, and fun to help ease the process.” Schaeffer notes that the new container is really an update of a cone-shaped package it had used since 2003.

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