Rosenthal 2005

1
Packages

• Three major objectives
• Protection against damage, spoilage, and
  pilferage
• Barbie doll
• Assistance in marketing the product
• Blister packs
• Cost effectiveness
• Shipping packages
• Primary secondary package
• Excedrin pill bottle-box
• 22 Immutable Laws of Branding by Ries

2
Considerations

• Size
• Multiple uses
• Animal Crackers ornament
• Avon collectibles
• Color
• Suntan lotion in honey
• Meat cellophane in clear
• Roman meal bread in honey
• Material
• Crown Royal purple velour

3
Empress Chocolate Globes

• Show off yet protect unique globe
• Thermofoil plastic inserts create illusion of a
  floating globe encased
• in an open-sided box
• with seasonal designs

4
Trademark

• A brand for which the owner claims exclusive
  legal protection.
• Trademark protection confers the exclusive legal
  right to use a brand name, brand mark, and any
  slogan or product name abbreviation.
• Frequently trademark protection is applied to
  words or phrases.

5
Trademark/Guarantee

• Firms can also receive trademark protection for
  packaging elements and product features.
• Good Housekeeping Seal of Approval

6
Top 10 Ad Icons of Century

• Marlboro Man
• Ronald McDonald
• Green Giant
• Betty Crocker
• Energizer Bunny

• Doughboy
• Aunt Jemima
• Michelin Man
• Tony the Tiger
• Elsie

7
Aunt Jemima 1893

• "cultural touchstone" of significant political
  and social change.
• Smiling black woman in early 1890s, but
  throughout the 20th century, mirrored America's
  changing perceptions of African-American women.
• 1950s criticism that black "Mammy" in a kerchief
  was an outdated and negative portrayal of
  African-American women.
• Gradually modernized in 50s 60s,with the most
  recent changes in 1989.
• Today, Aunt Jemima's face beams from beneath a
  full head of dark hair -- sans kerchief -- but
  her sparkling eyes and warm smile remain the
  same.

8
Tony the Tiger 1952

• Hawks Frosted Flakes (formerly Sugar Frosted
  Flakes)
• Series of minor face-lifts such as an eye color
  change from green to gold the addition of
  "whisker bones" and contours.
• When America started heading for the health
  clubs, Tony also got a slimmer, more
• muscular physique. He's also risen
• from scrawny, cereal-box size pussycat
• on all fours to a 6-foot figure with
• towering, upright stance

9
Marlboro Man 1955

• Most powerful most hated brand image of century
  
• Ultimate American cowboy and masculine trademark
• Global marketing tool
• Best-selling cigarette in the world
• Reposition from "mild as May" ladies cigarette
  to a product with broader appeal
• Vivid image paid off in 1971 when cigarette ads
  were banned from TV

10
Color

• Light waves of different wavelengths
• http//psychology.about.com/library/weekly/aa03150
  1a.htm
• http//www.wired4success.com/colorsymbolism.htm
• Red
• To attract attention, an in-your-face color
  (Coke-Cola red)
• Symbolize heat, fire, blood, passion, love,
  warmth, power, excitement, energy aggression
• 1931, Coca-Cola used signature red color to dress
  Santa and market its products at Christmas. Ever
  since, Santa Claus has worn red.
• Blue
• Peace, tranquility,sadness, depression, wisdom,
  trust loyalty.
• Least appetizing. Blue food is rare.
• Laid-back color. Corporate color to communicate
  stability (IBM blue)
• Yellow
• Neutral
• The brightest color
• Communicates caution

11
1837 Tiffany Blue Box

• Trademark blue box evokes strong, positive
  emotions among consumers.
• Words associated with the blue box?
• Luxury, exclusivity, expensive, and desire

12
Symbolism

• Symbolic of the category
• John Deere is the leading brand of farm tractors.
  Green - grass, trees agriculture
• Color symbolism
• UPS brown stability
• Chanel black sophistication,style,
• formality, elegance, wealth

13
Beer Wine Packages

• Iron City Beer in aluminum cans, 9-04
• Easier, safer portability
• Allowed at sports concert
• venues
• Chills faster
• Easier to ship
• More cost effective to recycle
• Francis Ford Coppolass Winery, 9-04
• Sofia Blanc in pink metallic 4-pack, 20

14
Schirf Brewing Company

• In highly competetive micro brewing industry,
  image and perception of beer are as important as
  the quality of the beer itself. Since Ajax Design
  has guided the evolution of Wasatch Beers'
  packaging, beer sales have more than doubled.

15
Shopping Bags

• Mass inception in mid-1950s
• Stylish, unspoken status symbol
• Instant recognizable stature
• Free
• Collapsible portable

16
Bloomies Shopping Bags

• 1922 brown bag with Thank You on side
• 1954 gray with signature script B
• 60s 70s display actual art
• T-shirts, Volkswagens, special events
• Lichtensteins polka dots
• Yves St. Laurent pencil sketches
• 1973 Big Brown Bag family has lasted
• Sturdy spacious
• Each new development season brings a bag
• 2004 Soho store (Warhol-like) Happening in Soho
• 2004 Christmas Marc Jacobs happy people big
  smiles, red lips

17
Method Dish Soap

• Grabs shoppers with bright colors striking form
• Timesaving, squirt-from-the-bottom function
• At rest, the valve is inverted to prevent the
  liquid from oozing out
• Squeezing extends the valve outward opens tiny
  slits in the plastic
• Soap squirts out only when pressure applied to
  bottle valve retracts as soon as squeezing stops

18
Method Dish Soap
19
Spot Funny Bones Dog Treat

• Huge hit for the holidays
• Unique packaging designed as tree ornament
• Turns ordinary pet treat into extraordinary gift