International Fare

August 1, 2006
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BRAZIL
Mini Air Freshener To Go
In keeping with the “small is the new big” trend, Ceras Johnson has introduced its new Glad Mini Air Freshener, said to conveniently fit into bags, suitcases and purses. The air freshener, which is packaged in a 12-milliliter metal aerosol can, can be used at the consumer’s discretion, anywhere or anytime. Though adopted by the fragrance category for portable perfumes, this is reportedly the first air care brand to offer the convenience of an individually sized mini pack of air freshener. The product retails for the equivalent of about US $3 and is available in Aqua scent.
* This item courtesy of The Mintel Global New Products Database (www.gnpd.com). GNPD monitors worldwide product innovation in consumer packaged goods markets.
UNITED KINGDOM
Consumers Want it Fresh and Fast
Consumers in the UK told Campbell’s that reclosability and freshness were top of mind when purchasing salad croutons. In response, the company launched its Liebig crouton brand in a 300-gram reclosable rigid plastic jar that is said to offer increased benefits in taste and convenience over traditional crouton packages, which typically use a sachet inside a paperboard box. In contrast, the blow-molded PET container from RPC Containers (www.rpc-blackburn.co.uk) features a modern, curved shape with a full body shrink sleeve that hugs the contours of the jar.
“The new jar gives Liebig Crousti’Top a stylish presence, whilst consumers benefit from a handy format that keeps the croutons fresh, undamaged and easy to handle,” says Gregory Chabidon, Liebig senior brand manager at Campbell’s.
CHINA
Biscuit Tin Plays a Tune
Packages that keep children amused and entertained long after the contents have been used are gaining momentum in global markets. In the case of this biscuit product from China, not only does the tin contain crisp and sweet biscuits, it also doubles as a musical piggy bank, playing a tune each time money is dropped through a slot in the lid. This fun idea works well for kids, and may appeal to older fans of the Hello Kitty brand as well. The item retails for about US $3.50.
* This item courtesy of The Mintel Global New Products Database (www.gnpd.com). GNPD monitors worldwide product innovation in consumer packaged goods markets.
EUROPE
Embossing Raises the Bar for Margarine Brands
Unilever has invested in Lätta’s position as Europe’s leading margarine brand with a rebranding that breaks out of the category’s traditional round tub.
“The Lätta redesign has delivered a genuinely unique pack appearance, which stands out on shelf,” comments Attila Akat, marketing manager, Unilever Food.
The design is simple and modern, relying on the brand’s bold, all caps logotype. Key to the effort was the introduction of an eye-catching embossed lid developed by Unilever in conjunction with its design agency and RPC Bebo Plastik (www.rpc-beboplastik.de). In addition to the use of embossing, the design employs an iridescent ink to play up the brand name on the package in rich, vibrant colors. The team also worked to create a “water drop” effect on the lid’s surface to further differentiate the pack on-shelf.
RUSSIA
Fairy Tales Can Come True
This elaborate carton conveys the magical, theatrical sensibility of brand owner Russkij Avangard’s ultra premium Fairy Tale vodka. The package’s unique construction includes a clear window in the center to showcase the vodka bottle, complete with miniature Christmas tree inside. The carton is litho-printed in four colors plus varnish with a one-color reverse embossing. An innovative revolving lid, also constructed of paperboard, opens and unlocks the top of the pack.
Produced by Chesapeake subsidiary Field Group (www.fieldgroup.com), the package was honored as part of the 47th Annual Starpack Awards 2006. Commented one judge: “This carton’s clever construction gives the consumer an experience of the brand that is full of surprise and fun, while using the properties of cartonboard to convey luxury and gift appeal.”

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