Table of Contents
April 1, 2005
Cover Story- Go Guerilla!
The saturated marketing environment is pressing brands of all sizes to engage consumers and become more relevant with guerilla tactics; and many are learning that a good way to “go guerilla” is through unconventional packaging.- Eight Ways Your Packaging Can Start Positive Buzz
INNOVATING FOR LIFESTYLE TRENDS- The Consumer Trust Crisis - “Attention, Kmart Shoppers!”
Consumers are lining up to buy the retail icon’s redesign, repackaged and rebranded Essential Home line.
EMERGING TECHNOLOGY- ESL Packaging: The Secret To Long Life - Energy Drink Packaging Helps
Smart marketers are looking beyond the traditional market for energy drinks and using packaging to appeal to a new and diverse group of potential consumers.
OUTSIDE THE BOX- Next Generation - Health And Wellness
GETTING IT RIGHT- On-Line Research: Tempting But Dangerous For 3-D Packaging
BRAND ARCHITECTURE- Managing Large Brands At Retail
Marketers and package designers are placing greater emphasis on brand architecture—the strategic process of creating a consistent framework for grouping product offerings and differentiating among competing brands.- True Brand Differentiation: Not New Or Improved
INTERNATIONAL FARE- Counter-Friendly Packaging Blends Into User’s Environment; Slick, Stylish Package Targets Men; Clear Tub Displays Detergent Packs.
MARKET DRIVEN- Market-Driven Innovations
New “batterybottle” juices up Jolt relaunch; portable Crystal Light packets give bottled water a twist; alpine bottle “peaks” brand loyalty.
FOLLOWING UP- Following Up On Developing Trends
Molson selects aluminum bottle for launch of high-end brew.
EDITORIAL- Judge For A Day
Advertorial Index- Index