Brand Packaging

Table of Contents

May 1, 2007
BRAND INNOVATORS
- 2007 Brand Innovators
You helped us identify brand packaging.s rising stars, and now we.re bringing you their stories. Our second annual special issue celebrates influential brand marketers who demonstrate a professional commitment to pushing packaging forward in the brand marketing mix.
- A Breakout Success
Shunning a me-too strategy, Publix has made its brand its own.
- The Perfect Brew
Making a solid brand even more powerful.
- The Great Expansion
Packaging unlocks a growth opportunity.
- High-Style Meets High-Tech
Breakthrough packaging technology delivers aesthetics.
- Scaling The Heights
Brand strategy changes the way people drink water.
- Less Is More
Making sustainable packaging top of mind.
- Finding Balance In Brand
Getting back to the earth with simple, honest packaging.
- Distinctively Different
Harnessing the power of iconic design.

BRAND NEW
- Extending Convenience With A Premium Look
The iCare brand rolls out a new look and a host of new products for cosmetics, childcare and eyewear care for on-the-go consumers.

CORPORATE STRATEGY
- Extreme Makeover: Safeway Builds Consumer Brands
Safeway.s extreme makeover. Before: more than 70 store brands with competing visions and minimal shelf impact. After: a successful team of 10 mega-brands.

GETTING IT RIGHT
- Effective Research For Structural Packaging Innovation
Taking a good look at the myths and realities of consumer research.

MARKET DRIVEN
- Chocolate Now, And Later; Savings For Suave...
We.ve hand-picked some of the most innovative packages now on-shelf, including a sleeker look for Suave; a portable solution for fine chocolate; a healthy breakthrough for kids; and a salute to soccer moms.

INTERNATIONAL FARE
- .Gum Ball. Boosts Consumption; Delightful Doggie Dining...
This month.s offering includes an eco-friendly face for personal care products, a delightful solution for doggie dining, and a softer approach to the typical paint can.

FOLLOWING UP
- On Developing Trends

Editorial
- How Are We Doing?

Advertiser Index
- Index