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Evian pinpoints packaging as THE brand-building tool
 Evian's brand manager Caroline Kibler
is sending a message that illustrates the importance of packaging in capturing the essence and desire for a brand. Speaking at BRANDPACKAGING's Packaging that Sells
conference (October 2+3 in Chicago) with design firm Raison Pure, Kibler is sharing the story of Evian's new Palace bottle: the marketing background, the brand's  category assessment and product
design process and its wildly successful outcomes. By breaking traditional category codes, Kibler says, the Palace bottle has resulted in increased desire for the Evian brand as a whole. more
COVER STORY>
Shopper Marketing:
It's Not About the Brand
 With media fragmentation driving them to it, brand marketers are
finally waking up to the fact that retail is an incredibly attractive
venue for reaching consumers. "The potential of the store to create impressions and build brand
equity is tremendous, and it should be thought of like any other
marketing media," Deloitte Consulting concluded in a 2007 Shopper
Marketing study for the Grocery Manufacturers Association. more
Lipton's Global Repackaging
Creating an ownable equity around the world can strengthen a
brand's position in the  marketplace. But it doesn't come without a set
of challenges, especially in the beverage category. In a joint venture between Pepsi and Unilever, Pepsi Lipton
International (PLI) set out to make a global packaging change for all
Lipton ready-to-drink teas, beginning in 2005, after it realized that
its current bottle-and overall marketing strategy-was missing the mark
with consumers. more |
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PACKAGING THAT SELLS
Caulk Guns on the Way Out?
 Caulk isn't something most consumers like to keep around in bulk
quantities. That's why Momentive Performance Materials' GE Caulk
Singles make sense. The 1.25oz packages of caulk are made for single
use, with a tear-off top that offers easy access and internal fitments
that help guide the bead of caulk. "Caulk Singles will do for caulk
what the bleach pen and disposable razor did for busy people on the
go," says Rodney Hawkins, the company's general manager. more
Branded Parmigiano Reggiano cheese debuts
 This fall, the Lucini Italia Company introduces the first branded
Parmigiano Reggiano cheese to the American market. Cheese makers in
Parma, Italy, hand cut the certified organic cheese into an 8oz wedge
and vacuum seal it, then package it in a paperboard carton with a
die-cut window that reveals the textured rind. more
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NEXT + NOW
Big beer cans cause drunkenness?
 A homeless charity in the UK filed a complaint with Portman Group, an
alliance of alcohol producers that promotes sensible drinking and
responsible alcohol marketing, saying that oversized 500mL cans of Skol
Super, Kestrel Super, Carlsberg Special Brew and Tennent's Super beer
encourage "immoderate consumption and drunkenness". more
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| BNP Media
2401 W. Big Beaver Rd., Suite 700
Troy, MI 48084
USA |
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