June 27th, 2007 · Number 12
 

DESIGN FORUM: When Should Packages Downplay a Parent Brand?

The competitive Iced Tea category is burgeoning with new varieties and new line extensions. Recently, Lipton reduced the size of their logo on all their lines as they introduced new line extensions such as PureLeaf (http://www.liptonpureleaf.com/). Lipton downplayed the logo even more on their new Brisk redesigns (http://www.liptonbrisk.com/home/). Similarly, Snapple's logo is substantially smaller on their new line of four products (Red Tea, White Tea, Green Tea, and Diet Green Tea). The questions are:

• Why would this strategy be advisable in these cases?
• How can a company measure the power of their logo in relation to the branding of a new line?
• How do consumers react to these designs?

David Brier, president/creative director, DBD International Ltd., Menomonie, WI

In the example of PureLeaf, the Lipton identity was made more integrated with the new line extension. This makes sense for PureLeaf since the Lipton brand is about TEA, whereas Brisk is an entirely different demographic which couldn't and wouldn't connect with Lipton. (Their parents might, but not them.) With Snapple, they are entering a more health-conscious category, which is not at the core of the Snapple brand.

Oftentimes, clients ask us for a "rote rule to follow," whereas a correct assessment of the brand has to be done to make a choice. Tazo has introduced MANY products while keeping their brand narrow and focused, as any good brand should. In these cases, I have had to enforce our motto: "Rules enable one to follow. Knowledge enables one to lead."

Richard Bird, president of R.BIRD, White Plains, NY

We'll see parent brands decrease in size, necessarily, to make room for important differentiation as familiar product lines continue to expand and become more difficult to navigate on parent brand alone.

On the other hand, the authority of a parent brand can serve well as a trust signal when introducing unfamiliar new products or categories. From a brand portfolio perspective, there can be more value and less risk in a highly visible product name versus its ownership, well-known or otherwise.

Tom Newmaster, partner of William Fox Munroe Inc., Shillington, PA

"Branded vs. Over-Branded?" You may call it a lot of different things, but no matter what you call it, it's always been an interesting decision-making process. In the cases of PureLeaf and Red Tea, I think both are trying to expand beyond their current core consumer while using their brand name to lend credibility to the new products. Both are trying to convey very special features and benefits while appealing to a micro-brew audience.

This is all in an effort to "leapfrog" the competition. It also allows the brands to evolve with their consumers and appeal to their ever-changing preferences and sensibilities. Both of these products have a specialty flair and are better served with a smaller over-branding strategy. There is a definite touch of exclusivity here and downplaying the brand adds a lot to the overall target segment appeal.

John Miziolek, president of LOGOSBRANDS, Toronto, ON

Downplaying a parent brand is usually used in situations where the new brand has a defined name and essence. It is particularly effective with unique products that have well-defined brand attributes and will be extended into a larger variety. Brand measurement is always a challenging proposition especially in the endorsement brand scenario because the question of whether it is the endorser brand that's carrying the weight or the new brand itself often clouds the metrics.

Would the product be as powerful without the endorsement from the parent brand? That truly depends on the positioning of the new brand and its relation to the parent brand's attributes. Sometimes a new brand simply doesn't fit with the parent brand but CPG companies are reluctant to release it without some sort of endorsement from a trusted, established brand.

DESIGN: Miloby Ideasystem Designs Olive Oil for Beyond Organic

With a recommendation by renowned health and wellness guru Andrew Weil, M.D., Lucini Italia turned to multidisciplinary design studio Miloby Ideasystem to introduce their limited production single-estate Tuscan organic olive oil. The resultant work tells a story of rich traditions and artisan quality.

The new packaging successfully addresses the fact that consumers are looking beyond organic certification when shopping for their groceries. Miloby Ideasystem understands that consumers are becoming more aware that all organic foods are not created equal and that brands need to position themselves accordingly.

"We wanted to express that Lucini was introducing a rare product that comes from a special place with a rich tradition" says partner Milana Kosovac. "Being certified 100% organic is an amazing achievement, but it does not tell the whole story. We wanted to move the consumer experience beyond a technical designation."

From shampoo to potato chips, consumers are being offered a growing selection of organic products. Entering this milieu, Lucini needed to set itself in a different class and redefine the category. The design reflects Lucini Italia's commitment to the highest quality artisan craftsmanship, but also the very best taste experience.

The fact that Limited Reserve Premium Select™ extra virgin olive oil is one of the first food products to be endorsed by Dr. Weil added further complexity to the launch. "Everything about this line of products is about being the very best," adds Kosovac, "and this is something the creative team worked to uphold from start to finish." It should be noted that Andrew Weil, M.D., donates all of his after-tax profits from royalties of sales of Lucini Italia Organic™ products directly to the Weil Foundation, a not-for-profit organization dedicated to supporting integrative medicine through training, education, and research. For more information visit: www.weilfoundation.org.

DESIGN: Don Sebastiani & Sons Turns Wine World Upside-Down

In a bold move to promote its new line of wines from the southern hemisphere, Don Sebastiani & Sons releases Kono Barú with an upside-down label. "It's well known that we like to market our wines with nonconforming labels," says company marketing director Don Sebastiani, Jr. "I guess you could say we really went head over heels with this one."

The initial release of Kono Barú wines will feature six varietals (Riesling, Cabernet Sauvignon, Chardonnay, Sauvignon Blanc, Malbec and Shiraz) grown in noteworthy appellations such as Mendoza (Argentina), Casablanca (Chile) and the Barossa Valley (Australia). "Kono Barú was inspired by the Latin corno baru, which translates to 'horned fool,'" Sebastiani explains. "It's pirate slang for someone who does something crazy. We thought it was rather fitting, considering our own reputation for off-beat, funky names and contemporary label designs."

Kono Barú will be marketed nationally through the Three Loose Screws portfolio. Don Sebastiani & Sons is a family-owned wine firm specializing in the marketing of upscale but moderately priced varietal wines. Principals Don Sebastiani and sons, Donny and August, are third and fourth generation California vintners and merchants. The company is headquartered in Sonoma Valley and has a winery in the Napa Valley.

STRUCTURE: Method Relaunches Floor Cleaners in Ergonomic Oval PET Bottles

Method Products Inc. has relaunched its new method All Floor Cleaner line in 25-oz. oval polyethylene terephthalate (PET) bottles from Amcor PET Packaging. The larger-sized bottle is an extension of the company's Omop system which features a starter kit in an oval carrying pack. The complete kit contains a disassembled mop, microfiber mop pad, compostable sweeping clothes, and a 14-oz. round starter bottle of cleaner.

The aesthetically pleasing oval Omop system is just one example of how method has made its mark in household products by breaking away from the utilitarian look long associated with that category. Additionally, the company has a strong environmental stance which includes the use of biodegradable ingredients in its formulation and "most readily recyclable" packaging for its containers.

Jason Crouch, project manager at method, explains: "The previous bottle was in a non-method looking shape and we wanted to change that to be more consistent with our design philosophy. Initially, the Omop bottle we conceptualized for the relaunch was round, but we found that it didn't give us the shelf 'pop' we wanted. We then designed a unique raised oval bottle and challenged Amcor to develop a unit tool for it. We knew that the curved oval perimeter coupled with an oval label panel would push the manufacturing envelope. Our goal was to be able to blow a 'clean' bottle without unsightly 'touch' marks—also it needed to allow efficient labeling,"

Patrick Mallon, project engineer at Amcor recalls: "When method first came to us, they were looking at a round bottle with an indented label panel, which was also round. We tried to meet the dimensional requirements of putting a 25-ounce fill in a round bottle and found that wasn't possible. We then began to work together on ideas to solve the capacity and dimensional issues, while also providing shelf appeal."

To help method visualize the concepts, Amcor provided the company with three-dimensional color images—complete with label placement. One of the challenges was how to produce the deeply-dented front and back label panel. The challenge with the label panel is that the raised metal in the blow cavity which creates the bottle indentation got very close to the preform. Ideally, you want some clearance between the preform and the blow cavity to facilitate the blow molding process. The Amcor/method team worked together to redefine the maximum parameters of the indentation so that the bottle could be consistently blown, but still provide the desired aesthetics and function.

MATERIAL: Constantia Multifilm Introduces Nano-Based, High-Barrier N-Coat®

Constantia Multifilm has launched a new barrier coating using a new, unique nano-based technology at the company's facility in Elgin, IL. An ultra-thin coating is applied on a 48-gauge polyester film resulting in a clear film with a gas barrier that competes with most metallized structures.

"We are targeting the nut, coffee, and dry foods industries where high gas barrier is important," says Olle Mannertorp, president and CEO at Constantia Multifilm. "With N-Coat® we achieve an oxygen barrier of 0.07 cm3/100in2/24hrs. This is two to three times better than a metallized PET and almost 10 times better than PVdC coated PET film at a lower coating weight and cost. In addition, N-Coat® lets us move away from the chlorine based PVdC, which we feel is a great environmental advantage".

Another advantage according to Mannertorp is the flexibility of this coating compared to SIOX (SiOx) or even ALOX (AlOx), practically eliminating any issues with flex or stress cracking. The unique properties of nano particles have been known for a long time, but the challenge has been to apply this knowledge into practical use. The technical team at Constantia Multifilm has overcome this challenge by working in close cooperation with their US based key suppliers. N-Coat® is water based with excellent clarity and gloss.

N-Coat® will be available in July 2007. For more information, visit www.multifilm.com.

ANNOUNCEMENTS

LuxePack Lends Support to Pentawards — Entries Close July 31k 
Pentawards, the first worldwide competition devoted exclusively to packaging design, has just received the support of the LuxePack trade show, the reference point and global meeting point for luxury goods, which has been held in Monaco for the last 19 years and this year will also be held in New York, Sao Paulo, and Shanghai.

Nathalie Grosdidier, commissioner of LuxePack explains: "This year we will be celebrating the 20th edition of LuxePack Monaco and will circling the globe with LuxePack trade shows, proof that the market for luxury goods is increasingly competitive where the stakes have become global. LuxePack was a forerunner in this domain, firstly in France, and would like to be in the rest of the world. Luxury products require top quality packaging, innovative designs, special materials and expert finish."

The prizes in the luxury category of Pentawards will be awarded during the next LuxePack trade show in Monaco in October 2007. Brigitte Evrard, organizer of Pentawards adds: "We are delighted with the support of LuxePack. We created a luxury category because we were convinced of the importance of the unceasing growth of this demanding market. Pentawards wants to be the largest worldwide competition in packaging design. Only packaging design will be considered for the competition."

Pentawards allows the registration of packaging placed on the market in 2006 in 40 distinct categories divided into five large-scale sectors—food, beverages, body care, other markets, and luxury.

The Pentawards competition is open from 15 May to 31 July 2007. The international jury consisting of 12 specialists in packaging design will be presided over by Gerard Caron, founder of Carre Noir. Together they will be awarding bronze, silver, and gold prizes in each of the 40 sub-categories. The best creation of each of the five large categories will be awarded a Platinum Pentaward and the best in all the competing categories will be awarded the Best in Show and will receive the Diamond Pentaward, which is a real one-carat diamond certified by the Antwerp Diamond Exchange.

Visit www.pentawards.org or email question@pentawards.org.

Alcan Packaging Greatly Expands Customer Service Center 
Alcan Packaging Food Americas has completed the expansion of its Neenah Technical Center in Neenah, WI. The $1 million expansion of the 115,000 square-foot facility has consolidated Alcan's Customer Service teams with the existing Research and Development organization. The investment was designed to create needed space for R&D, an Innovation Center, and to centralize customer service for most of Alcan Packaging Food Americas' North American operations.

"A consolidated and centralized customer service center allows us to better anticipate and respond more quickly to our customers' needs," says Jim Britt, director of customer service for Alcan Packaging Food Americas. "This center is an investment in our customers."

The expanded facility is also the latest in a series of Alcan investments in the Americas market. "In recent years, we have added significant capacity and equipment to our plants," says Mark Kitzis, Alcan Packaging Food Americas' vice president of research. "Our investments are a reflection of our commitment to partner with our customers for success in an evolving marketplace."

Alcan Packaging Food Americas operates 23 facilities throughout North and South America, employing more than 5,000 employees. Headquartered in Chicago, it is a leading supplier of single- and multi-layer, plain and printed high-barrier plastic films, lamination, pouches, bags, lid stock and thermoformed trays for the food, beverage, meat and dairy industries.

International Paper's Office of Sustainability Champions New Strategies 
International Paper has announced the creation of an Office of Sustainability to champion company-wide conservation and natural resources stewardship strategies and to support the environmental goals of our customers. The Office will focus its efforts around wood fiber, conservation, air, water, life-cycle analysis and other natural resources issues as they pertain to the needs of International Paper customers.

The team's work will include raising awareness of key sustainability issues, leading third-party certification and product labeling efforts, developing innovative partnerships with stakeholders and implementing policies that support the company's sustainability objectives. Dr. Sharon G. Haines will lead the office. She has been with International Paper for more than 30 years and has been integral in developing many of the company's innovative partnerships with conservation groups such as Environmental Defense, The Conservation Fund, The Nature Conservancy, National Audubon Society and NatureServe.

"The office of sustainability brings together efforts from across the company to promote conservation and natural resource stewardship and to support our customers' needs," says John Faraci, International Paper chairman and CEO. "Sharon's numerous contributions, credentials, and experience will bring strong leadership to the role."

As International Paper's director of sustainable forestry and forest policy, Dr. Haines championed projects such as the creation of a habitat conservation plan and mitigation bank for the endangered red cockaded woodpecker on company forestland in Georgia and the reintroduction of the boulder darter to the Tennessee River system. In addition, her collaboration with the National Audubon Society on a three-year study of biodiversity on International Paper's managed hardwood forests identified the second highest concentration of amphibians in the U.S.

CIBS Awards Eugene M. Roberts Memorial Scholarship 
The Cosmetics Industry Buyers and Suppliers Organization (CIBS) awarded the annual Eugene M. Roberts Memorial Scholarship to a Rutgers University Packaging Engineering student at their monthly luncheon held at OPIA Restaurant.

CIBS Scholarship chairperson Ted Boccuzzi awarded Monica Mayorga a $3,000 scholarship on behalf of the CIBS membership. Mayorga was accompanied by Dr. Stanley Dunn, PhD., who spoke about the Rutgers program and their plans for the future. CIBS current president Michael Warford congratulated Ms. Mayorga and wished her continued success.

On behalf of her late husband, Erika Roberts thanked the CIBS organization for their continued support. Eugene M. Roberts was president of CIBS in 1962. Eugene unselfishly mentored many CIBS presidents and committee members for many years afterwards until his passing. CIBS was established in 1948 and hosts many exciting social events throughout the year for its members and guests.

Pictured from left to right: Stanley M. Dunn Ph.D., Erika Roberts, Monica Mayorga, Ted Boccuzzi, Michael Warford.