Packaging

Marketer: Columbia Pictures
Objective: The aim was to use a package with subtle holographic effects that would appeal to a contemporary audience.
Construction: Custom image holographic video box that is printed, scored, folded and embossed
Introduced: June 1997
Producer: Pennsylvania Pulp & Paper Co., Glenside, Pa.

Marketer: Beer Across America, Lake Bluff, Ill.
Objective: A visually appealing package was used to help introduce a microbrewed product to the warehouse club environment.
Number produced: 15,600
Construction: 200-pound B-flute corrugate, 3-color preprinted linerboard
Introduced: October 1996
Producer: Pride Container Corp., Chicago

Marketer: Chilton Toys, Seymour, Wis.
Objective: Chilton was looking for a low-cost way to increase impulse purchases.
Number produced: 30,000
Construction: 200-pound E-Flute corrugate, four-color process preprinted linerboard
Introduced: November 1996
Producer: Pride Container Corp., Chicago

Marketer: Todhunter Imports Ltd., West Palm Beach, Fla.
Objective: Todhunter wanted a package that would not only seize customer attention, but help justify the price of this ultra-premium tequila -- $500 per one-liter bottle.
Number produced: 500 for the U.S., 500 for other markets
Construction: Handmade of glass
Introduced: October 1997
Producer: Stolzoe, Austria

Marketer: Optiva, Seattle
Objective: High-visibility packaging was adopted to help consumers differentiate the three sonicare models on store shelves.Construction: The multi-cavity blister is 100 percent post-industrial PETG from medical-grade trim scrap. Outer carton is a set-up paperboard carton.
Introduced: June 1997
Producer: Placon, Madison, Wis.

Marketer: OmniMedia, Phoenix
Objective: To attract the target customer, young girls, with a display package that transforms into a castle.
Number of Displays: 10,000
Introduced: June 1997
Producer: OmniMedia, Phoenix

Marketer: Sterling Plumbing Group, Rolling Meadows, Ill.
Objective: Color coding of packaging helps differentiate Sterling's basic and upscale product lines. It's designed to educate consumers about product features and provide information at a glance.
Introduced: January 1997
Producer: Fitch Inc., Worthington, Ohio; W.B. Doner & Co., Cleveland; Chesapeake Display & Packaging, Winston-Salem, N.C.

Quick-Serve Restaurants Sharpen the Focus of In-Store Advertising