PD_Packaging Digest

Packaging Digest, Spring 2016

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18 TRENDS // SPRING 2016 www.PackagingDigest.com "Te ProSmoke Disposable packaging was designed from the ground up, in-house. It is a two-part system consisting of a blister clamshell and semi-transparent outer sleeve," Nocifora says. "Te child-resistant clamshell has holographic security/ freshness seals on both the top and bottom of the internal clamshell. Te sealed internal clamshell is then covered by the outer plastic sleeve." In addition, ProSmoke's packaging carries warnings that the products are "only allowed for sale to those of legal smoking age," Nocifora adds. "ProSmoke was one of the original companies in the U.S. market and has always been a proponent of safe packaging and sensible legislation like purchase-age requirements." a clear view Packaging for ProSmoke's disposable e-cigs includes a recessed peg-hole tab, making it suitable for vertical on-shelf stocking or peg merchandising. Te package is decorated with vivid graphics and metallic-foil accents. "Te packaging's exterior is partially transparent and gives a full view of the product inside. Since the electronic-cigarette market is still maturing, many customers are still educating themselves on what products are, and which brand they should choose," Nocifora explains. "For this reason, the exterior of the packaging was specifcally designed to not only be attractive and eye-catching on the shelf, but to also be as informative as possible," he adds. "Te transparent front also works as a window to view more product details on the inside." Indeed, windows, blister cards and other forms of transparent packaging are quite popular among e-cig brand owners. "Many of the leading e-cigarette marketers are using some type of visual or high-visibility packaging," says Patrick McGee, vp of marketing at HLP Klearfold (www. hlpklearfold.com). "In this developing market, e-cig producers see the value in allowing potential consumers to have a direct view of their products within the package, and we've seen a signifcant interest from e-cig producers in the use of high-quality plastic folding cartons, like our Klearfold clear packaging," McGee says. Depending on the brand, clear cartons may be appropriate for products ranging from vaporizers to vaping starter kits to replacement e-liquid cartridges. package graphics help shoppers For mid-market products purchased by experienced e-cig users, transparent packaging plays a less prominent role. Fontem Ventures (a subsidiary of Imperial Brands PLC), for example, uses paperboard cartons to package its blu PLUS+ Tanks. Like blu e-liquid cartridges, the preflled, sealed favor tanks are designed to screw onto a rechargeable blu e-cig battery. Te tanks are larger, however, holding about twice as much e-liquid as the cartridges. Te tank cartons are decorated with contemporary, upscale graphics that make it easy to shop the product family, whether the consumer is in a brick-and-mortar store or shopping online. Te graphics feature a favor icon—a signature image, like a sprig of mint or a vanilla fower—plus color coding to help shoppers quickly locate their preferred e-liquid favor. "Te packaging design carries a triangular pattern that replicates the glow of the blu logo. We also have included favor icons to give the consumer a visual attachment to the favor," says John Wardley, chief marketing ofcer at Fontem Ventures. Te package graphics were designed in- house by the blu Creative Team. Te blu PLUS+ Tanks come in seven favors: Classic Tobacco, Magnifcent Menthol, Cherry Crush, Vivid Vanilla, Carolina Bold, Peach Schnapps and Piña Colada. Te frst four are sold at retail, and all seven are sold online. Each carton holds three favor tanks, which are packed in a multi-compartment polypropylene tray sealed with lidding flm. Te carton substrate is a matte-fnish BOPP/ paper laminate, and the package's four-color printing is accented with spot UV varnish on the favor icons. Te combination of matte and gloss works on multiple levels, creating a package that's visually striking as well as pleasing to hold and touch. Te graphics and surface treatment also jointly convey the brand's premium positioning. Cartons for blu PLUS+ Tanks use favor icons to help consumers fnd their preferred favor, and the package's matte texture is fngertip-friendly. Carded blister packs put the e-cig product on display while providing space for branding and product messages. Photo courtesy of Essentra. ProSmoke's proprietary blister clamshell is child- resistant, with seals on the top and bottom of the clamshell plus an outer sleeve.

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