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April 1, 2005
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April 2005


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BRAND PACKAGING

GO GUERILLA!
Engaging Consumers With Unconventional Packaging

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

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