Table of Contents

On-pack, in-pack and other types of promotions lift sales. But these campaigns work best when they build brand equity, too.

Marketers increasingly want packaging that sustains its appeal after the sale. Here are three ideas that originated by looking to other categories.

The right message and audience give Annie’s Homegrown a 25 percent premium in pasta meals. Psychographics play a key role.

Stylish carton decoration, better barrier film and ergonomic spigots spur growth of high-end wines in bag-in-box packaging.

Natural plant food uses recycled soft drink and water bottles to reinforce its eco-friendly branding strategy.

They respond to club stores and mass merchandisers. But marketers who are succeeding understand individual retailer tactics.

Many personal-care marketers are targeting men. But they see a lot of different targets—from ‘regular guys’ to ‘metrosexuals.’