PD_Packaging Digest

Packaging Digest, Fall 2015

Issue link: http://dc.cn.ubm-us.com/i/586152

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Page 12 of 39

13 13 www.PackagingDigest.com FALL 2015 // TRENDS packaging concepts BLAZING SPEED HAS JUST BECOME INSANE SPEED Up To 1600 CPM with a Redesigned Drive Train Two Indexable Multipurpose Heads Improved Label Placement System Integrated Ethernet/IP CIP Motion Based Allen Bradley Controls See Our State Of The Art Labels & Labelers At: TEXAS PACK Oct. 13-14 Houston | PLMA Nov. 15-17 Chicago TheraTears design is eye-pleasing, functional A new packaging redesign that's appearing on-shelf now for TheraTears eye-care products from Akorn Consumer Health is as easy on the eyes as the products themselves. The redesign encompasses three color- coded product lines comprising a total of 20 SKUs of a variety of lubricating drops and preservative-free drops and related products. The redesign included primary and secondary packaging and packaging inserts. The previous design had been in the market since 2006, says Scott Chapman, vp and general manager, Akorn . The new design was handled by Little Big Brands (www.littlebigbrands. com). Pamela Long, LBB partner, says the overarching theme was to "take the brand from 'medicinal and sterile' and move them to higher emotional ground where they are appealing to consumers on more than just a functional level." According to Long, the refresh involved a three-pronged approach: 1. Standout—A vibrant new color palette and bull's-eye graphic element helps the brand grab interest on a crowded shelf. 2. Simplify—Copy was culled and reduced on the face panel with the most motivating information highlighted and secondary, more functional information moved to other panels. 3. Connect—Moving to more emotional imagery and a design that fires higher on the emotional scale reaches consumers in a more meaningful way and communicates the end benefit of the brand more intuitively. "All on-pack communication was updated to reinforce category language, make the brand more consumer-friendly and provided a better understanding of the benefits that make TheraTears unique," summarizes Long. One of the toughest decisions for Chapman was deciding between a revolutionary or evolutionary design. "Evolution is a much safer and easier call, but we knew that a more radical change could be highly successful for the brand. This is a really exciting time for us when we are sharing our new look with the world and starting to see it on store shelves. Thus far, we've been very encouraged by the positive feedback from retailers, consumers and eye doctors." Read the full article at pdlinks.com/theratears.

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