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PROMO - Six steps to powerful promotional packaging On-pack, in-pack and other types of promotions lift sales. But these campaigns work best when they build brand equity, too. PACKAGING Marketers increasingly want packaging that sustains its appeal after the sale. Here are three ideas that originated by looking to other categories. PROMO The right message and audience give Annie’s Homegrown a 25 percent premium in pasta meals. Psychographics play a key role. INSIDE THE BOX Stylish carton decoration, better barrier film and ergonomic spigots spur growth of high-end wines in bag-in-box packaging. EMERGING TECHNOLOGY OUTSIDE THE BOX MARKETING MISFIRES Natural plant food uses recycled soft drink and water bottles to reinforce its eco-friendly branding strategy. INNOVATIONS FOR LIFE MULTIPACKS They respond to club stores and mass merchandisers. But marketers who are succeeding understand individual retailer tactics. MARKET DATA - ‘Green-to-Go’ Adds Fresh Impact in Salads EDITORIAL PERSONAL CARE Many personal-care marketers are targeting men. But they see a lot of different targets—from ‘regular guys’ to ‘metrosexuals.’ Advertorial |
