Pediatric Packaging: Just What Mom Ordered

Giving women what they want in packaging goes beyond graphics. Women are buying decision-makers, and they have a "hot button" list of features they want in packaging. Those features include packaging that is convenient, mess-free, delivers smaller servings, has value-added features like measuring cups and dispensers, is both fun and stylish, appeals to both hand and eye, and works like it's supposed to. I got this list from Lee Sucharda, Jr. of Design North, Kenosha, Wis. He also points out a solid example of packaging that addresses each of these points and hits the appropriate hot button. The product is Blue's Clues pediatric electrolyte from PTS Labs (Design North created the package graphics).Convenient, mess-free. The product comes in several different packaging forms -- freezer pops, jell cups, and single-serving "Squeezer" packages. Each form makes giving the fluids to sick, cranky kids as convenient and tidy as possible.Small servings. Each freezer pop (the smallest package in the line) holds just 2.1 fluid ounces of product. Like most products in the line, the primary packages go into multipacks, so mom can buy multiple, single-serving sizes. Value-added features. That's what the brand's packaging is all about. The packaging strategy leverages value-added features to appeal to mom. The varieties help with compliance -- kids don't get bored with the same delivery method.Fun and style. PTS Labs opted for the Blue's Clues brand for recognition. The graphics are kid-friendly, yet they appeal to mom, too.Hand and eye appeal. These packages are used in messy situations, so being hand-friendly is an imperative. The graphics create visual interest.Works like it is supposed to. A big reason why some packages don't deliver is that they are too complex and require the user to think too much. Each packaging technique used in the Blue's Clues line is straightforward and intuitive. The result is packaging that works as it should.One more point: the packaging creates multiple SKUs, which gives the brand greater mass in the category. That works well at retailers such as Walgreen's where the practice is to group products by kind, putting national brands and private-label next to each other. This approach favors private-label sales, helping Walgreen's own pediatric electrolyte to gain visibility.However, the Blue's Clues line generates adjacent facings even in this shelf scenario because of its number of SKUs. The result is greater shelf presence for this brand within the category. Says John Hillsman, marketing and sales director at PTS Labs, "This line has done far better than we expected. It's a winner for us." Jim Peters is a writer and consultant with 25 years in the packaging field. He is president of J. Peters Associates Inc. Click here for his contact information.

Pediatric Packaging: Just What Mom Ordered

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