Brand Packaging

Table of Contents

April 1, 2007
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BRAND PACKAGING

MARKETING A SUSTAINABLE PACKAGE?
You've got your work cut out for you!

Cover Story
- Thinking Of Marketing A Sustainble Package?
Finicky consumers and limited, definitive scientific information are just some of the challenges in developing and marketing sustainable packaging. But there IS a solid business case for moving forward. We look at the landscape, provide you with a framework and highlight strategies from some of the more successful brands in the green space.
- Sustainable Packaging: The Shopper’s Perspective
Perception Research Services’ Scott Young reveals critical consumer insights that will guide your sustainable packaging development and communication efforts.

EMERGING TECHNOLOGY
- Sustainability: What’ s The Buzz?
A primer on the more technical aspects of sustainable packaging theory, and a look at the latest materials emerging as solutions.
- Flower Power
An earth-friendly package design turns heads for Cargo Cosmetics’ groovy new line of lipsticks.

INNOVATING FOR LIFESTYLE TRENDS
- The Freshness Dilemma
Ken Miller and Jim Warner of laga | one80 design look at ways you can convey “fresh” in packaging so consumers will pay for it.

BRAND NEW
- This Isn’ t Your Grandfather’ s Motor Oil
The redesign of Havoline motor oil had the goal of elevating the brand and allowing it to compete against Castrol, Valvoline, Mobil 1 and other super-premium brands.

GETTING IT RIGHT
- Product, Price, Place, Promotion ... And The Planet
The challenge for marketers is to improve performance of your sustainability metrics without eroding brand values, or,better yet, while enhancing your brand.
- Beauty Comes Of Age
Dove Pro-Age launches as a multi-category line of personal care products targeting 50+ women with a refreshing “anti” anti-age campaign.

MARKET-DRIVEN INNOVATIONS
- World' s First Corn Sock, Aveda Lights The Way...
Some of North America’s newest sustainable packaging, including the world’s first corn sock; biodegradable, compostable and plantable personal care packaging; the first fully paper-recyclable CD pack; and launches from Aveda, Method and Arm & Hammer.

INTERNATIONAL FARE
- Shape Evokes Life And Movement, Right-Sizing Glass Packaging...
We round up recent sustainable packaging introductions from the United Kingdom, Slovenia and Peru.

FOLLOWING UP
- On Developing Trends

Editorial
- Going Green?

Advertiser Index
- Index