Friday, April 27, 2007

Packaging Snafus and Problems

Packaging News You Can Use

Tip Of The Week

Issue #1275 - April 27, 2007

Publisher: JoAnn Hines

© Packaging News You Can Use By JoAnn Hines The Packaging Diva


This weeks feature article "Packaging Snafus And Problems" is one of a series of exclusive content featured in the "Do It Yourself Packaging" workbook which can be ordered at

"Packaging Greenwash" Available in the Best Of The Diva Part #7
email me for details at

Brandweek Publishes Design Force President's Editorial "Packaging ...openPR (press release) - Hamburg,Germany“Packaging That Works For The Planet” is an important article that discusses the powerful impact packaging has on the Earth’s ecosystem. ...

"Is Your Packaging A Candidate For The Oyster Award?"
Consumer Watch: Maddening Product Packaging - El Paso,TX,USAConsumer Reports asked people about tough-to-open packages and got a mountain

Is What's On The Outside Of Your Packaging What Is Inside? Available in the Best Of The Diva Part #7 email me for details at

When a Brand Listens ... It's a Good Thing!
Supermarkets are jammed with over thirty thousand products - and these days tens of thousands are shouting out at us with their health claims. What can we believe in our search for the fountain of wellness and youth? The Center for Science in the Public Interest (CSPI) thought that the statement on Quaker's packages that this whole grain "actively finds" and removes cholesterol from your arteries is going a bit too far. So after a discussion (albeit with the threat of a CSPI lawsuit filing) Quaker Oats has agreed to drop this and other exaggerated claims on their labels and advertising. Quaker's new packaging and advertising will read, "as part of a healthy diet, the soluble fiber in oatmeal helps remove cholesterol" and "3 grams of soluble fiber daily from oatmeal may help reduce heart disease risk as part of a heart-healthy diet." In addition, they will remove a graph that CSPI felt exaggerated the cholesterol-lowering potential of oatmeal. Although the changes are slight, CSPI says that they will no longer be misleading to consumers.

"100 Calorie Snacks Smart or Stupid"
Snack smart: Look for nutrients, not just clever packaging

The Casper Star Tribune - Casper,WY,USAPackaging items in smaller containers can help control mindless overeating. Studies show the larger the container, the more people eat. ...

Packaging Snafus and Problems By JoAnn Hines Packaging Diva

What is your worst packaging experience? A lot of people say it’s getting the toys out of the box at Christmas or getting those blankity-blank plastic clamshells open. It’s a fact that hard to open plastic clamshells have been so maligned that there is even terminology given to that product category: “Wrap-Rage.”

There are lots of reasons why a plastic clamshell is a great solution to your product packaging, but plan to give it some thought before choosing this solution. The consumers hate clamshells so consider that when developing your product packaging. At the very worst, you don’t want to end up as an award winner in Consumer Reports Annual “Oyster Awards.”

Have you done all of your homework and considered potential problems? Does the potential exist for something unexpected to come up and cause your packaging to become a problem?

Take Fabuloso for example. What looked like a great packaging concept with great bottles and terrific colors is in trouble. Why? Because consumers mistakenly think it’s a beverage since it looks so similar to sports drinks. Tragically, some consumers have actually drunk the cleaning product.

Or “Cocaine” the energy drink is under attack by anti drug campaigners because it claims to be the real thing even though it’s just a heavy jolt of caffeine.

The latest into the fray is SPYKES, a fruit flavored alcoholic beverage that is giving mothers of teenage children a fit. It is a great packaging concept, but it has problems because of who it’s marketed to.

Let’s go back to Tylenol in 1982. Seven people were poisoned by unsecured packaging and that incident spawned an entire new category of product packaging….tamper evident. See more on tamper evident in the packaging examples section.

You are not immune to product recalls either. How may product recalls have you read about lately that didn’t specify the right ingredients on the product packaging? That’s grounds for instant recall and packaging problems like this one that hurt Cadbury.

Cadbury hit by product recall ahead of Easter boom
- Cadbury Schweppes has been forced to recall over twenty of its core UK Easter products after failing to display nut allergy warnings on the packaging

Many times you cannot predict what will happen even if you have done all your homework. I mentioned earlier the Wolfgang Puck’s exploding latte cans that had to be pulled off the shelf. Just remember to expect the unexpected with any new and untested package or a new package innovation.

Try to extrapolate any possible outcomes that could occur before committing your product to the marketplace. It’s a lot easier to correct a problem before it goes out the door. You save yourself the bad publicity that comes from a package that doesn’t work or doesn’t perform up to expectations.

Order this article complete with pictorial examples and much more on packaging as a branding and marketing tool from Do It Yourself Packaging

Wal-Mart pushes suppliers to ‘go green’MSNBC - USAWal-Mart has seen more innovation in packaging in the past six months than it had seen in the previous five years, said Andy Ruben, Wal-Mart’s vice ...

Dump the designer packaging Independent Online - Cape Town,South Africa"On the one hand it's good because it signifies an improvement in the quality of people's lives, but more affluent societies unfortunately produce more ...

DRIVE TO DISCOVER - San Francisco,CA,USASteve Levine, Excellent Packaging, founder: "Where we are at now is a turning point where people and the markets are beginning to understand that there is a ...

Export controls tightened within packaging regulations - UK... consolidate previous changes to the packaging producer responsibility regulations. Many people will want to know why the government are being so timid. ...

Getting a handle on plastic bag consumption The Daily Yomiuri - Osaka,JapanThe revised Containers and Packaging Recycling Law due to come into effect in April, aims to reduce the use of plastic shopping bags at supermarkets and ...

Latest in business Montreal Gazette - Montreal,Quebec,CanadaPackaging giant Cascades Inc. today introduced new "green" food containers that will degrade in three years instead of hundreds. ...

Candle maker seeks optimal balance of profits, green goals - Halifax,Nova Scotia,Canada"More young people are becoming mindful of selecting products that are environmentally friendly with minimal packaging." When it comes to green purchases, ...

SPRING GREENING Globe and Mail - Toronto,Ontario,CanadaThe product line, which includes biodegradable wipes and non-toxic tile cleaner, has the added appeal of sleek packaging, care of uberdesigner Karim Rashid. ...


Product Security Pharmaceutical Processing - Rockaway,NJ,USATechnical solutions through packaging and data management systems are available today to provide the necessary means to track a product. ...

Beverage Blast Cap Wins Top Award... "Worlds Greatest Beverage ...PRLog.Org (press release) - Bucuresti,Romania(PRLog.Org) – The Blast Cap Technology (BCT) announces a multi patented /multi pending beverage and pharmaceutical devices for today's active, ...

News Analysis: FTC Probe May Have Ill Effects For Food Industry Brandweek Magazine - New York,NY,USAThe Federal Trade Commission's decision to subpoena the top food companies could further damage the industry's image and could make it a scapegoat for the ...

Monday, April 23, 2007

Packaging As A Marketing Tool

Packaging News You Can Use
Tip Of The Week
Issue #1274 - April 20, 2007
Publisher: JoAnn Hines ,
© Packaging News You Can Use
By JoAnn Hines The Packaging Diva

This weeks feature article "Packaging As A Marketing Tool" is one of a series of exclusive content featured in the "Do It Yourself Packaging" workbook

"What Wal-Mart Wants Wal-Mart Gets" May 06

Wal-Mart Leaving Organic Growers Out in the Cold: Farmers Say Retailer Started Out Ambitiously, But has Since Backed Off Significantly
Last March Wal-Mart grabbed headlines by announcing its organic push. Stephen Quinn, a top marketing executive, told investors at a Bear Stearns conference that the company would double the number...

Packaging As A Marketing Tool by JoAnn Hines Packaging Diva

Thousands of new products are introduced every year, more than 15,000 to be exact. How can your product compete, not only with established brands but with the plethora of new products that are being introduced? The answer of course is THE PACKAGING. The right packaging with the right message will rise above the competitive landscape. But how many companies understand the value behind packaging as a marketing tool? Most just look at as a way to convey the product or recycle tired images and product packaging that doesn’t work.

Understanding the complexities of how a package reaches out to a consumer is one of the most important things to understand. Communicating that message on product packaging is a time consuming and difficult challenge. The answer derives from understanding what the consumer wants from their product packaging. A good way to assess this problem is to look at yourself and how and where you shop?

What compels you to look at a new product? What drew you to pick it up and take a closer look? Your answer may be different from that of another member of your family or a significant other but the message is the same. You were intrigued enough by whatever ever that made you pick up the product and take a closer look. That’s half the battle won because your product will never sell if someone doesn’t pick it up in the first place.

I know it’s a trite saying by now but seriously “think outside the box.” That is what makes your product unique from its competitors. Here are a few questions to ask yourself about your package. Remember think from the consumers’ perspective not from the manufacturers.

Rank these attributes for your product and then the nearest competitive product or a product that you recently purchased that was outside your normal buying pattern.

Is it new and innovative?

Is it fulfilling a need?

Is it easy to use and convenient?

Is it a good value?

Does it make the consumer happy?

Does it inspire consumer trust and loyalty?

Is it safe and secure?

Does it compel you to want to know more?

So how does your product stack up in solving a consumer want or need?

Would your package make someone desire to take a closer look?

Remember it’s the package talking here. It’s the one doing the work marketing what’s inside to the customer. That’s what you need to drill in your brain about your package - why buy me??

Evaluating or developing product packaging with the consumer in mind is your first step in creating a package that markets all the products attributes to the ultimate decision maker the customer.

Don’t get concerned it your package doesn’t do all of the above. It only takes one unique attribute that will intrigue a consumer to take a closer look. Of course the more needs you can fulfill the better “connection” to the consumer. The “consumer connection” is what you are trying to create. So think outside the typical behavior and solve the hidden need that will make a consumer buy your product and not a competitors.

Want more of the latest packaging insights and packaging trends that drive consumer purchasing? Be sure and visit the Packaging Diva website where you will find, packaging tips, technology and the latest news.

Tesco in pledge to cut packaging by a quarter - UK
Supermarket giant Tesco today pledged to reduce by a quarter the amount of packaging used in both branded and own-label products within the next three years ...

Wal-Mart: "On the Side of the Angels"
BusinessWeek - USA
... it's both the quantity of packaging and the type of packaging. We have a lot at the store level about energy usage that our people are very encouraged ...


New easy open seals close packaging dilemma
FoodProductionDaily-USA - Montpellier,France
In a recent survey, 71 per cent of people said they had sustained injury trying to open a packaged product, and some said they avoided such products ...

Remember "Wrap-Rage?" Be sure and check this out.
Wrapping solution 'will reduce consumer frustration'
TUV Product Service - Fareham,Hampshire,UK
The manufacturer of a new packaging seal has claimed that its solution will make products easier to open without jeopardising existing measures aimed at ...

Contract Packaging and Packaging World debut conference
Summit Publishing Company has announced the launch of a new conference for professionals who buy and sell contract packaging and related services.

Saturday, April 14, 2007

I Was Attacked By Predatory Packaging

Packaging News You Can Use
Tip Of The Week
Issue #1273 - April 13, 2007
Publisher: JoAnn Hines ,
© Packaging News You Can Use
By JoAnn Hines The Packaging Diva

In case you missed me the last two weeks I have be feverishly working on two new products. My packaging trends and predictions article collection "The Packaging Diva Anthology" and my new "Do It Yourself Packaging" workbook

Need more info on how these products can help your business? Email me at for a more complete description.

"Is What's On The Outside Of Your Packaging What's Inside" - March 07
Ribena admits it misled people about vitamin C content
The West Australian - Perth,Western Australia,Australia
GSK told the ACCC that advertising and packaging which implied Ribena fruit drinks contained four times the vitamin C of comparable orange juice products ...

I have been interviewed in a lot of publications NY Times, LA Times, Washington Post but I just had my first interview with the Christian Science Monitor. It's an interesting story. I'm on page 3.

I Was Attacked By Predatory Packaging by JoAnn Hines Packaging Diva

Predatory packaging it’s out there -- and it’s everywhere. It could be targeting you, your family, -- your loved ones. We have heard those terms bandied about, but just what exactly is predatory packaging?

It seems everyone has a different perception what this means. Similar nomenclature could include the terms misleading or deceptive packaging or packaging that promises one thing and delivers another. But simply put it’s when any group or person deems a package is using unsavory marketing/advertising practices to lure consumers to purchase their products -- and it has been going on for a long time.

Remember when in 1988, R.J. Reynolds introduced its Joe Camel cartoon icon to market Camel cigarettes? The fervor came from everyone from Ralph Nader and anti-tobacco groups to the Centers for Disease Control and conservative tobacco-state lawmakers. They insisted that Joe Camel on the package, and cigarette ads in general, were created to lure teens into buying cigarettes. The packaging was cool, hip and definitely kid friendly. It put consumer advocate groups in an uproar.

More recently, R.J. Reynolds is launching a new cigarette aimed at female smokers called Camel No. 9. It comes in a pretty pink package (the same color as the breast cancer awareness campaign insignia) as if pink will make women flock to buy them. The package has a hot pink camel emblazoned in the middle of a black box and a hot pink foil cover. Make no mistake that this package is designed to appeal to women, predominately a younger audience. With all the negative publicity surrounding smoking, would you consider this predatory packaging? Was this cool package created to lure a younger generation of female smokers?

Or take the Center for Science in the Public Interests' claim that the marketing of sweet-alcohol beverages, like Budweiser's famous bullfrogs, stimulate teenage drinking. In fact, the latest claims about predatory packaging are alcohol related.

CSPI Urges Nationwide Recall of Spykes 'Liquid Lunchables'
"And according to the nonprofit Center for Science in the Public Interest (CSPI), they are the latest attempt by Anheuser-Busch to get children interested in alcohol. The nonprofit watchdog group is urging the brewer to launch an immediate nationwide recall of Spykes and is calling on state attorneys general to investigate".

A new alcoholic beverage called Spykes is on the prowl for a younger audience or so parents claim. The Anheuser Busch beverage comes in flavors -- mango, lime, melon and chocolate -- but it's also infused with caffeine and energy herbs ginseng and guarana, and it comes in a tiny bottle that's easily hidden from a parent's or chaperone's watchful eye. Is this considered predatory or are kids going to drink anyway regardless of how it’s packaged?

Some mothers think so. Here is a direct quote from Shelly who regularly reads my column.
"As the mother of teenage boys -- on the Spykes and the other new products definitely aimed at attracting the younger -- emerging -- market. Today's kids have cash and they are a VERY powerful consumer! Take a look at Axe and all of the new cologne packaging with Warning Instructions that you may be attacmay be attacked by the opposite sex if you use this product -is product - sweet Jesus!"

Another new alcohol product that emphasizes convenience and ease of use that has been targeted by parents is the Pocket Shot. Pocket Shot (which I found quite revolutionary in its packaging concept) is a new way to enjoy hard liquor. From their website "No longer will you need to carry full size bottles. Each Pocket Shot is sealed in a near unbreakable, flexible, squishable, pocket stuffable pouch making them perfect for active activities, outdoor adventures, and glass restricting venues." Will this product lure a younger consumer though ease of use and ability to hide discretely?

Here is another example. In September 2002, the Federal Trade Commission (FTC) reported that false claims were common in weight loss advertising, with many "grossly exaggerated or clearly unsubstantiated performance claims" of particular concern. So what about the weight loss products that continue to tempt us to purchase them despite the fact that most of us know deep in our hearts that they don’t work. I’m personally swayed to buy the NV Rapid weight loss product just because of its intriguingly shaped package; never mind what’s inside. But are they eliciting sales with misleading information on the packaging on the uneducated, ill informed consumer with unsubstantiated claims they can't deliver?

Last but not least what about all the male impotency drugs out there capitalizing on male psyche? Lots of products purport to help the problem. Take Enzyte for example. If you've watched CNN, ESPN or a few other cable channels chances are you've seen "Smiling Bob" pitching the pill that supposedly induced his silly grin. But does this product and its packaging really work or is it just another in a long line preying on hopeful consumers. You decide.

Whatever the product, the consumer it targets depends upon a variety factors. What’s predatory packaging for one may be an innovative packaging concept for another. But just in case you are one of the unsuspecting few, be on the lookout for attacks by predatory packaging hoping to lure you into making an unanticipated purchasing decision or sway for example your children to try it out. Remember the old adage Caveat Emptor - let the buyer beware. But even more important let the manufacturer beware too, the very consumer you are trying to lure may end up rejecting the very product you are pitching.

Want more of the latest packaging insights and packaging trends that drive consumer purchasing? Be sure and visit the Packaging Diva website where you will find, packaging tips, technology and the latest news.

New Invention Detects Spoiled Food
Ivanhoe - Winter Park,FL,USA
(Ivanhoe Newswire) -- Several million people in the United States are afflicted by food poisoning each year, but a new product could gulp that number down. ...

Is It Beer Yet? Coors Packaging Says 'Yes'
CHICAGO -- Coors Brewing again distinguishes its cold positioning by leaning on packaging, and will support Coors Light with a new tagline: “The world’s most refreshing beer.”

The cold front approaching from the Golden, Colo., brewer will arrive by summer in the guise of the Coors Light Cold-Activated Bottle. The label’s white lettering and Rocky Mountain icon turn blue once the beer reaches optimal drinking temperature.

The Industry Position on the Future of Packaging Policy in Europe
Packaging & Converting Essentials (press release) - Antwerp,Belgium
... only grew in the last 10 years by 8%, less than 1% a year, which means much less than the growth of GDP and of the amounts of packaging products sold. ...

Webcast: Mega Magic: How to Become a Go-To Supplier for Walmart ...
Matt Kistler Vice President of Product and Packaging Innovation for Sam's Club, ... Matt Kistler joined Wal-Mart Stores, Inc. in 2003, as the Director of ...

With Launch of RGX™ Bodyspray, Dial/Henkel Wastes No Time ...
Business Wire (press release) - San Francisco,CA,USA
From positioning through packaging and marketing, RGX is designed to win loyalty among young men who have rejected the overpowering scents and “juvenile ...

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Friday, April 06, 2007

Do It Yourself Packaging

The Packaging Diva says......
The average cost to design a retail package is $7,000.

What’s $70 to get it right?

Considering that the cost of designing an average retail package is $7,000, what’s $70 to get it right (or risk spending thousands more to fix it later)!

The Do It Yourself Product Packaging Workbook was created by the most successful consumer product packaging expert who has done it over and over and over...and she shows you how to do it, step-by-step.

This kit will save you lots of time and money.

Listen, I have been there. I know how hard it is to have a great idea or product, and to have to dig through mounds of information to learn how to package it.

All the 'work' is done for you. You have probably found out how overwhelming packaging your product can be. You will receive expert guidance, tips, and proven strategies to bring your product to market.


It’s a tangle of information out there and what you don't know CAN get you into trouble. (Just look at of all the news stories that deal with packaging.) In fact, your product may never see it to the retail shelf if you don’t do your homework.

People always contact me whenever they are in trouble. Most of the time it is after the fact and they want the quick fix to their packaging woes. Well, it doesn't work that way. Packaging is a complicated intricate process. Understanding it requires time and consideration. It’s not just about getting the product there. It’s also about getting the product to SELL.

That's where the unique role of packaging comes into play. Packaging is a complex equation. It IS the sales person. It IS your brand. It IS your company and if you haven't given it the consideration it deserves it will fail or most certainly not live up to its expectations.

Everything you need in one simple workbook. The workbook includes over 30 years worth of information on packaging products.

The workbook covers the following topics:
• The "Nuts and Bolts" of how product packaging works;
• The "How To" of packaging your product to sell;
• The "Inside Scoop" on finding a packaging supplier;
• How to have premium packaging on a startup budget;
• How to avoid packaging disasters;
• And best of all, how to get started packaging your product.

Additionally, it includes many special "cheat sheets" and "resource" lists that will save you time and energy.

Why? Because I have done all the work for you. I know how packaging works.:
Some special bonuses include:
• The "how to" of getting started on package design.
• Packaging Terms Directory
• Packaging Trade Association List
• Packaging Magazines list.

If you know nothing about packaging and don't know where to start or even how to find a packaging supplier, you have come to the right place. Of course you won't get the personal one-on-one with me, the Packaging Diva, but this is the next best thing and it’s a fraction of the price of the Boot Camp.

The Packaging Boot Camp Workbook CD is only $69.95. It's the next best thing to having the Packaging Diva by your side to answer all those pesky packaging questions.
So don't wait until it’s too late. Order the workbook now before you flounder in product packaging problems.

NOT SURE YET? Read the Table of Contents

Introduction: Why you need this resource. I have complied 30 years of expertise into one easy to use workbook.

Who Is The Author: About the Packaging Diva. Why I can help you develop product packaging that will SELL.

Why I Wrote This Workbook: The story behind the workbook. I get hundreds of inquires a week asking for help. This workbook tells it all.

How To Use This Workbook: The are lots of references and example I want to ensure you understand how to utilize this resource to your best advantage.

What Is A Package Anyway: Basics about the role of product packaging and what it is more that just putting the product in a box.

Packaging’s Pesky Problems: What happens when packaging doesn’t work? What might happen to your packaging that you never considered.

Understanding The Consumer: One of the most important things you need to know. What works in wooing the consumer and what doesn’t.

Packaging As A Marketing Tool: Why packaging is the best method to sell your products. And how it is your most important sales too.

Packaging That Works: What works and what doesn’t. How the right packaging WILL make a difference.

Utilizing Packaging Innovation: What’s new in the world of packaging? How can you incorporate into your products.

Packaging Snafus and Problems: Examples of packaging that failed and why. Thinks you need to know before the fact.

External Influences That Impact Product Packaging: Things that can happen outside of your control. What you don’t know CAN hurt you.

How To Find A Packaging Vendor: Simplifying finding a vendor that wants your business and deals in to quantities YOU want to order.

Questions To Ask A Package Designer: Where to start , what to ask and whether you need a designer.

Frequently Asked Questions And Answers: Questions that are most commonly asked about packaging and the answers.

Packaging Terms Directory: Explanation of all the technical terms you need to know. You will be able to understand what packaging materials are made of and how they are made.

Packaging Trade Associations List: A list of the most relevant associations that can help you with your business.

Packaging Trade Shows List: A list of the most relevant packaging trade shows that you should attend.

Packaging Article Addendum: Pertinent articles from the Packaging Diva relative to the explanations and examples.

Packaging Example Addendum: Examples of the most important types of product packaging so you can see and understand the different types.

Other Resources And References: Other resources you can use and need to be aware of.

Additional Relevant Articles By The Packaging Diva: Additional articles relevant to packaging your products to sell.

But if you are still not sure..... Here is what people have to say about about my product.

“Great takeaways. Well, worth the time. I can now look at my products in a different light.” -- Jarom Campbell, category manager, Melaleuca, Inc.

JoAnn Hines, the Packaging Diva, has an excellent grasp of packaging trends, technologies and innovations that impact the manufacturing of packaging materials. Barbara Heimlich Vice President Research, Program Management - Paragon Development

The Do It Yourself Product Packaging Workbook CD is only $69.95. It's the next best thing to having the Packaging Diva by your side to answer all those pesky packaging questions.

So don't wait until it’s too late. Order the workbook now before you flounder in product packaging problems.

If you are ready to order now, I have a special bonus for you. "10 Reasons Why Packaging Fails" just for placing your order. So order now on our secure server by going here

What have you got to lose? If your not completly satisfied that this workbook tells it all, I will refund your money.

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