Brand owner Cosmos Corporation faced a challenge: While its TropiClean pet grooming prod-ucts were recognizable, the containers and visu-al branding hadn’t changed in 15 years. Vice president of marketing Darin Kasse-baum led the charge to reinvent the brand, and took an active role in the de-sign process once Cosmos partnered with Berlin Packaging for the redesign.
Frito-Lay’s new SmartFood popcorn clusters are housed in single-serve pouches in a carton with perforated sides (for easy pantry access) in an effort to target women, who, research revealed, prefer convenient, portioned packaging for their snacks.
What started as a polite board game has evolved into an American favorite, recently gaining popularity on CD-ROM. Hasbro undertook a packaging refresh to reflect the brand’s evolving identity.By Jennifer
In a time that calls for more effective marketing strategies, BRANDPACKAGING’s PACKAGING THAT SELLS VII conference will explore how and why packaging is fast-becoming a brand marketer’s most-favored marketing tool.As
For more than 50 years, the Marcal brand has been synonymous with 100 percent-recycled paper products. Paper made from paper, not from trees. Today the vision remains the same-to help to conserve resources, protect our environment and keep the air our families breathe cleaner and healthier. Toward that end, Marcal is restaging its Small Steps brand of recycled paper products, with a new positioning that celebrates its unique environmental commitment.
Sustainable packaging programs are alive and well, despite the economy. Or, some might say, because of it. Recent sustainable package launches from brand owners in categories ranging from cleaning products to cosmetics make the point that sustainable packaging programs are here to stay.
Pepsi is rolling out new versions of two of its most popular brands. The company is launching Pepsi Natural, Pepsi Throwback and Mountain Dew Throwback, all sweetened with sugar (instead
When Bond No. 9 introduced its newest fragrance, “Brooklyn”, natives of the borough had a few things to say about what they thought the bottle should look like. So the
Consumers are digging more deeply to find true value these days. And while consumer perception that correlates strong pricing with value is relevant, it’s not the sole indicator. It's important for brands to assess a number of assets and identify which ones consumers place the highest value on when it comes to products and packaging. But doing this requires a shift, where the word "value" itself is first redefined as part of an updated brand strategy.
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