More| April 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 |
