More| March 2004 EDITORIAL
Extending your brand into a related category can add to your core consumer base and create incremental revenue. But there are risks. EMERGING TECHNOLOGY - Updating the Menu for FoodService Packs - Maturing Tactics Give Private Label a Cachet No longer just the ‘cheap alternative,’ store brands are signaling quality. Marketers can gain an edge by supporting retailers’strategies. - Pringles: A Chip Off the Old Block Enhances Packaging to Drive Growth MARKETING MISFIRES Using existing packaging for a new product concept may lower your costs. But it can erode brand equity and confuse consumers. - Avoid Mistakes, Maximize Equity In Converting to a Shrink Label Start with a design brief encompassing marketing and production, working backward from the end process. Then seek guidance from vendors. - It's No Longer Your Mom's Food Can New shapes, labels and convenience features help bring canned foods into today’s world of market-driven packaging. - New wave of Closures Extends Flexible's Impact Zippers and sliders are integrating into the total package design. The advancements have implications from bulk-size bags to retort pouches. - Weaving Character Development Into An Engaging Rand 'Story' First understand the narrative you want playing in your shopper’s head at the shelf. Design and execution will become crystal clear. - 10 Tips For Maximizing Your Package Redesign Dollars Investigate your options for packaging printing and production. You can achieve striking results while controlling your costs. OUTSIDE THE BOX - Snappy' Plastic Cereal Carton draws inspiration from 'lego' blocks INNOVATING FOR LIFESTYLE TRENDS - Just Being Kids: Packaging Ideas For The 'Busy Backlash' MARKET DATA - Shelf Strategy Saves Time In Soup- Special Visual Effects Portray Brand Identity Lenticular and holographic images on packaging move beyond ‘eye candy’ for consumers to convey the brand’s special values. - Value-Added’ Emerges In Another Light In The Dairy Case Plastic jugs protect milk’s taste, quality from oxidation. - Market-Driven Innovations Backpack-friendly lunch kit adds choice for active lifestyles. Multiple decorative effects say‘forever’ on perfume packaging. - Following Up On Developing Trends Structural design gives bottled water an edge INDEX - Advertising Index |
