PD_Packaging Digest

Packaging Digest Directory, 2015/2016

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21 www.PackagingDigest.com summer 2015 // TRENDS Tis summer, after recognizing that young women value great design, U by Kotex —which revolutionized the category with its black boxes, bright colors and no BS-tone of voice—launched Style n' Store boxes to target young women craving style and balance. Te boxes are so great looking that people simply don't want to throw them out when they are done with them. Sold exclusively at Target, Style n' Store features bright, poppy designs in a box that serves a dual-purpose. Once emptied, it is used as storage for makeup, cotton balls, bobby pins and other knick-knacks that women need to store. It's a great product for girls headed of to overnight camp, teen tours and college, who may be needing trendy storage units. And it is consistent with the great design that Target consumers expect to fnd at the store. 3 always in season Promotional packaging and seasonal tie-ins pretty much go hand- in-hand, but the real challenge is to fnd a fresh, eye-catching way to inspire consumers to purchase a product. Movie partnerships are the classic summer promotion and, every June, a slew of new promotional packaging comes out to coincide with the launch of the summer blockbusters. Yes, we expect Chiquita bananas to promote "Minions," but what does a Barbasol can have to do with dinosaurs? Well, a lot, it turns out, as the hundreds of millions of people who have seen the "Jurassic Park" movies over the years know. In the frst flm in that series, a Barbasol can was used to nefariously smuggle dinosaur embryos of the island. Tat attempt failed, however, and the can was lost in the jungle, only to be brought back 22 years later. Barbasol's Limited Edition "Jurassic World" cans feature various illustrated dinosaurs sitting against Barbasol's iconic striped can. By thinking out of the box and ofering an unexpected twist on the movie tie-in, Barbasol ofered a fresh take on promotional packaging and created a must-have collectors' item for both fans of the movie and fans of good design. By using unique approaches to promotional packaging, each of these brands has inspired consumers to keep them top of mind. It's no surprise that the 7Up, U by Kotex and Barbasol promotions have created interest and buzz amongst consumers. Promotional packaging continues to be an important part of the marketing mix, and my prediction is that it will continue to be so in years to come. Even though I'm not so good with the changing of the seasons, I can't wait to see what fall brings in terms of promotional packaging—and to see how "Te Donald" will shoot his mouth of next. Rick Barrack, chief creative offcer/partner, is the lead creative force and one of the founding partners of CBX (www. cbx.com), where he inspires, directs and motivates creative teams to develop powerful design solutions. He has about 20 years of experience in brand identity design. Contact Barrack at rick@cbx.com. 2. U by Kotex gives young ladies shopping at Target an exclusive box for feminine protection products that can be reused as a storage container. See us at Pack Expo Las Vegas Booth #S-6526

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