March 12, 2008
· Number 31
NEW DESIGN FORUM:
Frequent Design Changes and Consumer Perceptions
Several factors are increasing the frequency of package redesigns, from printing technologies, brand security, and consumer engagement.
Do you think that the industry is entering a new era of frequent "lateral" or "promotional" design updates?
What are the keys to managing package design updates so brand messages do not become diluted?
Do you believe the PAM brand messages have been diluted on the example shown here?
JOIN FORUM
FEBRUARY FORUM RESULTS:
When Is a Brand Extension Not a Brand Extension?
PepsiCo recently introduced G2, a line of low-calorie sports energy beverages.
The word “Gatorade” does not appear on the label, though the iconic lightning bolt does.
The question was: Would you advise leaving the "parent" brand name off the label of a new brand extension line?
Most of the responses felt that the lightning bolt conveyed the heritage of the Gatorade brand sufficient to support the G2 brand extension well.
Here’s a sampling:
JoAnn Hines, founder of Women in Packaging, Kennesaw, GA
“Depends upon who you are marketing G2 to.
I made the connection when I first saw the brand but I'm not so sure about their customer base.
If they are looking for new consumers, then there is value in stand alone branding—a new iteration of an existing product.
There are those that will try anything new if it is unique enough.
The problem with identifying G2 with Gatorade is they may be cannibalizing their existing brand equity with customers shifting over to the new product.
In that case, it is the same pie just split more ways.”
Tom Newmaster, William Fox Munroe, Inc. Shillington, PA
“Obviously Gatorade feels the ‘orange bolt’ has become recognizable as Gatorade.
And honestly, the design doesn't need the words—the icon is enough.
That said, I believe that this was also a conscious effort to separate from an ‘old’ brand and establish a new and hip brand line extension.
From a shelf impact point of view, another line of communication, ‘Gatorade,’ would have cluttered the label communication and
dramatically affected the label's shelf presence and overall personality.
I knew exactly who made this the first time I saw it, and my kids did too.”
Aniko Hill, The Kitchen Collaborative, Burbank, CA
“This type of discussion really depends on each particular instance.
For a less established client, I would usually recommend utilizing the parent brand name for recognizability (i.e.: ‘G2 by Gatorade’).
However, since Gatorade is such a well-established brand both by name and visual recognition, I think they did a nice job of balancing legacy while still evolving their look.
The use of the very well-known lightning icon and familiar overall look and feel of the packaging allowed them to create familiarity with the audience without using the parent brand name on the label at all.”
Rob Wallace, Wallace Church, Inc., New York, NY
“The Gatorade brand IS represented! Its recognizable lightning bolt graphic is a brand icon (both literally and figuratively) and the descriptor ‘From the makers of’ further emphasizes this product's brand parentage. I'd be surprised if Pepsico did not do extensive consumer research to support this fact.”
DESIGN:
TricorBraun Redesigns Elmer’s Glue Squeeze Bottle and Captures Award
Through the years, competing glues appeared on the retailers’ shelves next to the Elmer’s display.
The competitors’ glues were the same color, were packaged in the same stock transparent squeeze bottle and had the same color label—
only the visual knock-offs cost less, and Elmer’s sales became flat.
David Snyder, TricorBraun design director, explained the design strategy for changing the Elmer’s package:
“Tradition has its place, but Elmer’s needed a face lift and a new brand identity for its packaging.
We decided shape and color were the way to help punch up the brand on the shelf.
We considered the package’s shape first. We decided to use an offset neck, which changes the appearance and helps with its application.
“We provided the ‘top deck’ for the bottle with a slanted face.
When the new bottles are collectively aligned with other Elmer’s bottles, they create their own POP display.
All Elmer’s competitors used natural polyethylene, and to overcome the color-sameness, we decided to give the new design an added punch
by using the Elmer’s blue as the base color for a new shrink-sleeve label.”
The package won an American Packaging Design Award presented by Graphic Design USA, a design magazine that has conducted national
design competitions for almost 40 years. The award won by TricorBraun was for packaging, point of purchase, and in-store graphics. For more, visit
www.tricorbraun.com.
BUSINESS NEWS:
Kodak Announces Intent to Acquire Design2Launch
Kodak announced its intent to acquire Design2Launch (D2L), developer of a collaborative end to end digital workflow solution for marketing and
creative teams in the pharmaceutical, food and beverage, automotive, and consumer package marketplaces. D2L is a proven player in the rapidly
expanding corporate solutions software market and is a pioneer of “Graphic Lifecycle Management.”
The D2L System is a suite of integrated modules created to save time and money at every step of the graphics creation process, from project initiation,
collaboration and revision to approval and production. D2L, a privately held company formed in 2000, is based in Stamford, CT.
“Kodak’s strength in workflow is one of our greatest competitive assets, and we are committed to investing in and growing our capabilities
to better serve our customers,” said Philip J. Faraci, president and chief operating officer, Eastman Kodak Company. “D2L is a proven
player in the rapidly expanding corporate solutions software market and, when completed, this acquisition will enable us to broaden our portfolio of
solutions and open new markets within the changing graphic communications marketplace.”
STRUCTURE:
Smart Design's OXO Good Grips Utility Knife Wins Universal Design Award
OXO Smart Design, a leading consumer product design firms, has become one of the first companies to receive the new Universal Design Award from
International Forum Design (iF). The innovative OXO Good Grips Utility Knife designed by Smart Design was recognized within the “Work”
category for its intuitive, safe, and easy-to-use design. The awards program covering six different categories was presented at this year's CeBIT event on
March 5th.
Over 130 entries from 18 countries competed for this year’s new iF Universal Design award and the winners will have the opportunity to affix the iF
seal of recognition to their products. The panel of jurors took into consideration several criteria including equitable use, flexible use, easy and intuitive use,
error, tolerance and safety, and economic feasibility.
Thomas Isaacson, marketing director at Smart Design, says: "Being one of the first design companies to receive the new iF Universal Design Award really
emphasizes our strong history in bringing the principles of Universal Design to the mass market. Integrating technology and design in a way that brings out
an emotional connection to a product has helped us develop memorable brands for our clients." For more, visit
www.smartdesignworldwide.com.
COMPONENT:
Qosmedix Lint-Free Cosmetic Pad Ideal for Gentle Single-Handed Cleansing
These new pads have a half-moon shaped laminate tab that lifts up, creating a convenient handle and keeping fingers from coming in contact with
the pad’s surface. The non-woven material makes these pads an excellent fiber-free choice for nail polish removal.
These white pads are 1-3/4 inches in diameter and have a polyfilm laminate backing. This accessory can be used with Qosmedix’s specialized
swabs and disposable applicators creating hygienic beauty bars or supply kits. Qosmedix carries a wide selection of disposable items: pads, spatulas,
scoops, spoons, applicators, sponges, disposable spa wear in addition to packaging containers and supplies for salons and spas.
For more, visit. www.qosmedix.com.
World Wide Packaging Introduces Patented TPE Slant Tip Lip Gloss Tubes
World Wide Packaging Inc., a provider of cosmetic packaging components, introduces lip gloss tubes with a patented thermoplastic elastomer (TPE)
slant tip for precision lip gloss applications. World Wide Packaging used TPE, a copolymer that offers the advantages of both plastic and rubber, to
create a soft, flexible applicator tip.
The applicator tip is injection molded on to the extruded tube sleeve, making it far superior to applicators
that are merely inserted. The tubes are available in 16-mm and 19-mm sizes. “What makes this tube unique is that, unlike most lip gloss tubes,
the slanted applicator tip has a pliable, rubbery texture,” says Jeffrey Hayet, World Wide Packaging v.p. of global sales. “This is an important
feature that gives the user greater control for a cleaner and more precise application of lip gloss.” For more, visit
www.wwpinc.com.
MATERIAL:
Alcan Packaging Achieves Improved Seal Integrity for Marinated Meat
Difficult marinade applications are no match for Alcan Packaging's newly developed proprietary sealing technology. The new Q® series film
seals easily through marinade particulates, grease, salt and acidic environments, allowing processors to respond to consumer and retailer demands
for convenient meal solutions in attractive, case-ready formats.
The primary seal sets quickly at lower temperatures to prevent uncooked
cuts of meat from searing during the packaging process, and the secondary seal allows processors to achieve excellent film-to-film seal at fast speeds.
The company's self-manufactured Q film outperforms competitive coextrusions, with superior machinability that dramatically reduces leakers,
outstanding "memory" for diminished purge and superior clarity for increased shelf appeal. For more, visit
www.alcanpackaging.com.
SUSTAINABILITY:
Twenty Global Industry Leaders to Participate in ‘Future for Sustainable Packaging’ Report
Packaging and Technology Integrated Solutions (PTIS) and Global Sustainability Solutions Inc. (GSSI), an affiliate company of PTIS, are teaming
up with DuPont Packaging & Industrial Polymers (P&IP) to lead a multi-sponsored consortium called “The Future for Sustainable
Packaging: 2008-2018.” The consortium is inviting a small, select group of key global industry leaders to participate in the program, which is
designed to result in proprietary actionable insights and game-changing strategies for the sponsoring member companies.
The first meeting is scheduled for April 18, following the DuPont Packaging Innovation Awards celebration event in Wilmington, DE. Participants will
be invited to a part of the awards presentation event, which is being judged this year on sustainable criteria. The consortium will meet again for two
additional two-day sessions, in the summer and in autumn.
“We are seeking participation from companies with a global sustainability
focus and sustainable packaging leaders to participate in this one-of-a-kind leadership journey,” says Mike Richmond, president of PTIS. “
The current and future sustainable packaging landscape is not clear, and this new, multi-sponsored study will provide significant insight and direction
for participants to develop and deliver new value through sustainable packaging initiatives,”
PTIS, GSSI and DuPont P&IP will use
their extensive expertise and knowledge with the consortia to develop, identify and project the future of sustainable packaging from a global, regional
and local viewpoint. The range of topics that will be studied include: defining the 2008 — 2018 roadmap; the changing value chain; triple
bottom line thinking; consumer, channel and technology insight drivers and levers; transparency, metrics and tools; and science and technology
behind sustainable packaging. The program will include development of actionable and specific future scenarios and projections, new drivers, as well
as implications for leaders today and in the future.
For more, visit
www.pti-solutions.com or www.packaging.dupont.com.
ANNOUNCEMENTS:
Sun Chemical’s Global Color Innovation Webinar Series Available for Free on Package Design Website
The third of three in Sun Chemical’s Webinar Series is entitled “Embracing the Globalization of Color.” This webinar explains
how color is both an emotional phenomenon and a “work in progress.” Individuals’ responses to a color are a factor of social and
cultural environments, and in an emotional economy, color is the most powerful way to humanize a brand. To go directly to this webinar hosted by
Marc Gobé and Tony Renzi, click here
Alcan Packaging Taps Jim Rooney for V.P. Marketing Post
Alcan Packaging Food Americas has named James J. Rooney, 39, vice president of marketing for its food and specialty flexible packaging business unit.
With more than 18 years of experience building global brands in the packaging and manufacturing industries, Rooney is charged with directing the
company’s marketing team to meet business unit performance targets and develop growth strategies.
“Jim will play a pivotal role for Alcan Packaging Food Americas,” says Mike Curia, v.p. and general manager of the food and specialty flexibles
group. “He will collaborate with all departments to ensure we meet our goals for identifying opportunities in key markets and growing our
customer relationships.”
Rooney brings to Alcan Packaging a track record of business improvement in the paper, packaging and technology sectors. Prior to joining Alcan Packaging,
he held positions of increasing responsibility at Scholle Corporation, most recently that of vice president of global marketing. Rooney also worked for Ei3
Corporation and International Paper Corporation.
In-Mold Decorating Association Announces Second Annual Awards Competition
The 2008 Competition will recognize the industry’s best in-mold labeled packaging and in-mold decorated durable products.
The winning entries are chosen based on creativity in design, engineering and innovation in the following categories: Part Design; Thin Wall Packaging; Injection Mold Part; Blow Mold Part; IMD Durable Product; Best Label Design; and Product Family. Entries must be received by May 30, 2008.
Award winners will be recognized at IMLCON08 North America, October 22 - 24, 2008, in Tempe, AZ.
Complete entry details, rules and entry form are available at
www.imdassociation.com
or by contacting Ron Schultz at 480-473-0301.
Applebrandsource Relaunched as Fresh New Branding Agency READY366
The brand agency once known as applebrandsource has undergone a complete transformation and
relaunched as READY366. They chose to launch on February 29 because it is quite literally a brand new
day—the 366th day of the year. The new firm believes smart packaging and products that provide
greater utility and convenience and are more environmentally-friendly will be true market differentiators.
READY366 was formed to help clients leap forward in this new landscape and succeed through innovation
and breakthrough packaging ideas. The agency’s fresh approach and unique team of talent create
brands and packaging that are ready from the start—iconic in today’s marketplace and
sustainable in the changing environment.
Heading up the reconfiguration and development of the new agency is consumer and corporate branding
veteran Susan Palombo. Palombo has been named managing director after more than 20 years of industry
experience, most recently as director of brand strategy at Landor Associates.
“The consumer and brand landscape is changing dramatically,” says Palombo. “Consumers
are more savvy, they have a much bigger say, and they want brands that deliver smarter packaging, which
means better functionality in how they actually use the product in their lives, more environmentally friendly,
and more consistent with what the brand stands for.” For more, visit
www.ready366.com.
FSEA Presents 2008 Lifetime Achievement Award to Industry Veteran Fred Isler
The Foil Stamping & Embossing Association (FSEA) is pleased to present its 2008 Lifetime Achievement
Award to Alfred “Fred” Isler of Bobst Group. The prestigious award recognizes Isler for his nearly
five decades of commitment to the growth of the foil stamping and embossing industry and for his leadership in
introducing revolutionary technologies, especially in the areas of large format stamping, embossing, and diecutting.
Isler began to work for Bobst S.A. in Lausanne, Switzerland, in 1960. Six years later he transferred to Bobst Group
USA as a field service technician and began to work with others to develop a Bobst 49" hot foil stamping prototype
for Hallmark Cards Inc. A year later, Isler installed the 49" unit at Alford Packaging, the first company to produce
cigarette and cosmetic packaging on a large format machine.
In 1973 Isler was promoted to Bobst’s technical staff and moved to company headquarters in Roseland, NJ,
where he was instrumental in introducing Bobst folder-gluers in the North American market and would be heavily
involved in customer training for the next 20 years. After numerous other promotions, Isler became director of
Special Technical and Sales Support in 1992. In 1993 Isler became vice president and general manager of Bobst
Canada. Although he officially retired from the company in 2006, Isler will continue to handle one major account
for Bobst until next year.
DESIGN PODCAST:
Monadnock Announces Masters Volume III on Design, Democracy, and Differentiation
Monadnock Paper Mills Inc. announces the third installment of its Masters of Design series. Masters Volume III
shows the work of Duffy & Partners and features an interview with design legend Joe Duffy. Joe is chairman
and chief creative officer of Duffy & Partners, one of the country’s leading design and branding firms.
Joe and his team have developed identities, designed packaging and created environments for many of the
world’s most recognized brands such as Diet Coke, Starbucks, BMW, and American Eagle Outfitters.
The print promotion contains excerpts of an interview with Joe Duffy. The full audio interview can be heard in
podcast and MP3 formats on the Monadnock website. In the interview, Duffy discusses how he approaches design,
the impact that eco-awareness has had on designing for brands, as well as processes that designers can use to
stimulate innovation. To download, click
here.
TOOLBOX:
Designer’s Toolbox Sponsor of the Week — BASF Corporation
BASF can help you make your products stand out with vibrant colors and eye-catching special effects. Our
color and effect pigments and special effect films offer exceptional versatility to create breathtaking and
alluring packaging.
Learn how we can help make your packaging better—with a portfolio that includes color and special effect
materials, bio-based and biodegradable plastics, barrier materials, sustainability expertise and more.
BASF Corporation
100 Campus Drive, Florham Park, NJ 07932
Phone: 800-962-7829
Fax: 800-971-1123
Web: www.packaging.basf.com.
SOFTWARE:
Callas Software Introduces New Line Up of PDF/A solutions at AIIM/OnDemand
Callas software, developer of powerful and innovative PDF solutions, announces a realignment of its pdfaPilot
range of products for document archival. The simplified line-up keeps pdfaPilot as the plugin for Adobe Acrobat,
and pdfaPilot Server the automated production solution—both for checking and making files
PDF/A compliant.
As electronic documents have become the norm for information exchange and storage, a robust archiving strategy
is now an essential requirement for any organization. Based on Adobe's Portable Document Format (PDF), PDF/A is
an international standard (ISO 19005-1) created precisely to answer this need. PDF/A ensures that documents
archived today will be completely future-proof. All files created according to the PDF/A standard are reproducible on
screen, paper, and ready for future technologies while omitting features unsuited to long-term archiving. For more,
visit www.callassoftware.com.
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COMPASS is an online software tool for packaging designers and engineers to compare the environmental impacts of their package designs.
