Product Presentation Upgrade

For a lot of office supply categories, packaging monotony is the norm. However, marketers are beginning to realize they need packaging to differentiate themselves on crowded shelves. These two examples illustrate how enhancements to existing packaging formats can help signal product innovation or added value.1. Rolling out a new PenPaper Mate's new FlexGrip Elite ball point pen builds upon the equity of the FlexGrip Ultra. However, it has three key points of differentiation: a sleeker cap, a "soft touch" plastic for the barrel, and an anti-microbial plastic additive.Prior to launching the pen in stores, Paper Mate had to decide how to stress those new features and emphasize the brand while conforming to existing packaging formats.Given retailers' practice of selling pens from peg displays, the use of a blister card was mandated. Yet Paper Mate altered the usual rectangular blister card in order to display the pens in a prominent "fanned" configuration (most other blisters cards for pens show the product straight up and down). This structure helps the brand's new pens stand out. "We have created a shape that is not common to the category. It gives us a look we can own in the category," explains Scott Crist, associate brand manager for Paper Mate.The look of pens fanned across the blister card also adds elegance to the packaging and product, adds Tim Weiner, account manager at Anthem Chicago, the design firm which handled package development. Form is complemented by function, too: A finger-sized, die-cut hole in the middle of the blister card lets shoppers feel the soft touch plastic on the pens.Furthermore, a brand information label is affixed to a molded, medallion-shaped area on each blister card, and both the label and the blister card use a fifth color to achieve special graphic effects. On the label, the fifth color is a purple, which adds elegance. On the backing card, a reflux blue delivers an "electric blue" look that gains attention.There's one more graphic tactic that helps the FlexGrip Elite stand out from the category. For most carded pens, the brand name runs vertically along the card's edge. In this case, however, the brand name runs horizontally, providing differentiation on the shelf.Paper Mate's packaging mix for the new pen also includes plastic folding cartons for 12- and 15-pen packages.Paper Mate is one brand operated by Sanford Corp., Bellwood, Ill., a company that prides itself on its ability to coordinate packaging and P-O-P to generate maximum impact. Paper Mate's creative team includes Kat Bleser, who handles packaging, and Jon Boeve, who matches retailer and brand needs with the capabilities of the brand's P-O-P suppliers. The result is packaging and P-O-P that carry the same messages, and which use the brand identifying colors to the maximum."It's a concerted effort by a team -- buyers at retailers, our channel team, sales, our brand function, and our creative people," says Crist. "Each group has a specific function, and brand management is the key to pulling them together."2. Paper Packaging With PizzazzLike some other office supply superstores, Office Depot is using private-label brands to attract shoppers. It offers its own line of papers, for example, from standard copy paper to high-end versions, such as those for color inkjet printers. Paper packaged in 500-sheet reams represents real private-label volume, so the chain is using packaging to help project its value.The high-gloss, high-clarity film that Office Depot uses to wrap its top-end papers lets shoppers see the paper. The package, therefore, demonstrates the paper's brightness. It also deters shoppers who might rip open a package to examine the paper and, if satisfied, put the torn package aside and buy one that is unopened.Furthermore, the plastic packaging wrap carries more sophisticated graphics than the traditional paper wrap found on reams of other commodity grades. Office Depot used the clear wrap and four-color flexographic printing to create graphics that simulate a document printed on the paper that's packaged inside. These graphics enable Office Depot to project the same perceived quality levels of other nationally branded papers that also use film wrap for high-end papers.The acrylic-coated polypropylene film, from ExxonMobil, provides seal strength sufficient to prevent shoppers from ripping open the package. Moreover, it is made up of two layers with the printing "sandwiched" between them. This protects the printing from abrasion and scuffing that would detract from the image.Aside from its shelf impact, the film can be run on the same wrapping machines that handle reams of conventional paper wraps. No equipment modifications are necessary. Its coefficient of friction matches that of the paper running through the machines. Weyerhaeuser packages the paper for Office Depot as part of a line of 22 private-label paper items.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.

Product Presentation Upgrade

P2PI MEMBERS

JOIN P2PI

Related Topics

Related Images

Business Topic

Market Segment