Brand Packaging

Table of Contents

March 1, 2007
Click on the Cover for Virtual Magazine

BRAND PACKAGING

SENSORY PACKAGING:
Branding That
Makes Sense(s)

SENSORY PACKAGING
- Branding That Makes Sense(s)
Engaging the senses to build brands is not a new concept among CPG companies, but it’s becoming more intentional and more vital for brand marketers than ever before.

SENSORY PACKAGES
- Deeply Connect With Consumers
A wakeup call from GlaxoSmithKline’s global head of innovation, Donna Sturgess. Marketers must expand their products’ sensory imprint, she says, and suppliers must expand our palette of creative materials.

OFFICE MAX
- The Pen Is Mightier As A Store Brand
A profile on OfficeMax’s TUL line of sleek writing instruments. The brand launch marks the first time the retailer has created a store brand from the ground up—from inception through design and production.

BRAND NEW
- “Better Than Delivery” Pizza Packaging Doesn’t Dissappoint
Uno’s new pizza packaging makes a connection between the packaged product and pizza offerings in the chain’s 200 restaurants. The introduction reflects a growing retail trend of fresh, not frozen, deli pizzas in the refrigerated aisle.
- St. Ives, Naturally
Redesigned packaging reclaims St. Ives’ “natural” heritage and conveys a more premium character that still maintains consumer perceptions of value.

STRUCTURAL STRATEGIES
- It’s About Building Your Brand
Many marketers cling to the idea that it’s more cost effective for packaging communications to be rendered graphically. But is it really? Design Force’s Ted Mininni makes the case for structural packaging innovation instead.

LABELS
- In The Limelight
A trio of packages where labels are helping brands connect with consumers and win a coveted spot in the shopping basket.

MARKET-DRIVEN INNOVATIONS:
- Newfound Energy; Chinese Import...

INTERNATIONAL FARE
- Heritage Brand Looks To The Future and Personal Care Line For Kids Adds Element Of Fun
New packaging from Wm. Wrigley Jr., McDonald’s, and Anheuser-Busch, and a few launches from the outdoor cooking, energy drink and spirits categories.

FOLLOWING UP
- On Developing Trends
A quick look at new personal care packaging from Switzerland and Spain.

EDITORIAL
- Back To The Future

ADVERTISER INDEX
- Index