Table of Contents

October 2006


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BRAND PACKAGING

WRAP RAGE
Consumer Frustration
With Packaging
Has Come To a Head,
and Brand Owners
Are Stepping Up

Cover story
- Facing Off Against ‘Wrap Rage’
Packaging that is difficult to open may prevent theft, protect the product or keep children out, but it can also undermine your sales. Consumer frustration with such packaging has come to a head. It appears, though, that brand owners are beginning to step up.

BRAND NEW
- The Evolution Of A Household Favorite
Dial Corp’s research indicated there was room for improvement in the packaging of its Soft Scrub brand. A new structure delivers better functionality while updated graphics maintain the product’s “hard working, but gentle” positioning.
- It’s Hip To Contradict
Robyn Waters explores the current trend landscape, where, she says, for every trend there’s an equally valid trend at the opposite end of the spectrum.

OUTSIDE THE BOX
- Textured “Animal Formula Bottle” Provides Hands-Free Application

GETTING IT RIGHT
- Does Your Company Have The Dna To Become An Innovation Superstar?
- Quenching Kids’ Thirst
Bottled water manufacturers are balancing health concerns with the “cool factor” to appeal to moms and kids.

EMERGING TECHNOLOGY
- New Connections In The Packaging Value Chain
- What Women Want In Brand Packaging? Something To Talk About!
How can brand marketers harness the new “silent pleasure principal” of female self-spending? Short of supplying a box of Godiva chocolates with every bottle of shampoo, you must find “a way in” to a woman’s heart.
- Through The Looking Glass
Manufacturers are increasingly favoring glass as a means to innovation. In doing so, they are differentiating their brands, reinforcing the positioning of their products, and reinventing the very look and feel of the venerable material itself.

MARKET-DRIVEN INNOVATIONS
- Green Sleeves, A Pyramid Scheme and more...

INTERNATIONAL FARE
- Take Aim At Stains With Both Barrels, Ergonomic Closure Makes Bath-Time Fun (For Mom) and more...

FOLLOWING UP
- Following Up On Developing Trends

EDITORIAL
- Beyond The Brainstorm

Advertiser index
- Index

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