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BRANDINNOVATORS08
Dancing with Success> Russell Weiner, Pepsi
Changing the style of an iconic brand like Pepsi is a high stakes
game. But in the hands of executive Russell Weiner, who spearheaded the
brand's recent restyle, the risk has paid off, creating a refreshing
new take on media strategy and an unprecedented approach to package
design. more
Marketing with Meaning> Joshua Onysko, Pangea Organics
Nature inspires Joshua Onysko. The founder of Pangea Organics was traveling through India, Nepal, Thailand and Tibet,
taking in the natural wonders of these regions, when he began to
question how their beauty would be preserved for future generations. He
had what he describes as an epiphany: realizing that corporations were
"inheriting" the earth, he thought he could influence them to
reconsider their eco-unfriendly ways by offering up a suitable example.
more
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PACKAGING THAT SELLS
 Paperboard Compact Anchors Green Makeup Line
Physicians Formula has launched a patent-pending,
dual-compartment compact as part of its new 42-SKU Organic Wear
cosmetics line. Packaged in recycled paperboard, the mirrored compact
uses 93 percent less plastic than a traditional compact for the line's
face powders, blushes and bronzers. Organic Wear is said to be the
first certified organic line in the mass market, receiving
certification by Ecocert, a regulatory organization based in France.
 Slim Cereal Canister from Archer Farms
Target's Archer Farms store brand introduced an oblong-shaped cereal
box that marks a first for the category: a reclosable lid. The
corner-free box ensures ease of pouring, while the snap-shut lid
preserves product freshness longer. The canister is partially made of
recycled paperboard and measures 10 inches tall and just 1.5 inches
deep, taking up minimal cabinet space in consumers' kitchens. Eighteen
flavor combinations-including several organic options-range in price
from $3.49 to $3.99. [Canister: Sonoco Products, www.sonoco.com]
 Miller Lite Goes Blue
Five years after Miller Lite last tweaked its packaging, the light beer
brand has introduced a new logo for all Miller Lite bottles, cans,
packaging, point-of-sale materials, signage and delivery trucks. The
new logo has gone from a circular shape to more of an oval form and
features a bolder use of the brand's signature blue hue. The shift
takes place as rival Budweiser re-launches in all-red packaging.
[Design: Bagby & Company, www.bagbyco.com]
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NEXT + NOW
 Starbucks logo is vintage (but not the original). Starbucks is banking on the vintage appeal of its
former logo to restore goodwill after what analysts describe as a
series of missteps. The green-and-black icon on coffee cups has been
swapped for a time with the all-brown logo the company used from '71 to
'87. But, unlike the original, where the two-tailed mermaid was
topless, this new version depicts her with flowing locks that
"strategically" cover her. Somehow, that small tweak speaks volumes
about how much Starbucks has changed.
Glass baby bottles in demand. O-I has resumed production of glass baby bottles, after 20 years, at a plant in Charlotte, Mich.;
Saint-Gobain Containers is reviewing drawings from its archives to
spark ideas for new glass baby bottle concepts; and Vitro Packaging is
adding capacity for glass baby bottles it's already producing for
consumers in Mexico. The upswing in glass baby bottles, according to the Glass Packaging Institute, is credited to Health Canada's
recent declaration of bisphenol A (BPA), an industrial chemical used to
make polycarbonate plastic and epoxy resins, as "toxic" and new bills
introduced by members of Congress to ban BPA from children's products.
[Photo: O-I]
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