How to Create Packaging That Kills Knockoff Products

Package design can be a key advantage in beating generic and house-brand products

-- Packaging Digest, 9/24/2008 2:00:00 AM

Are you facing tough competition from generics and other knockoffs in your market? With house brands becoming increasingly common in all product segments, it’s getting harder and harder to convince consumers that original, category building products are worth the premium price they typically carry.

So why not use your packaging to change the game and out step all the knockoffs? That’s exactly what Elmer’s glue did.

For some 60 years, Elmer's Glue has truly been an iconic brand that transcends generations and demographics. The sticky white stuff from Elmer's Products, Inc., Columbus, OH, has faced competitors' glues on retail shelves that were throughout the years packaged in the same colors and in similar transparent squeeze bottles with similarly colored labels.

Not surprisingly, Elmer's sales eventually went flat from such competition. A change was needed.

To boost the appearance of Elmer's Wood Glue, Stainable, WaterProof Wood Glue, Carpenters' Glue and more, Elmer's contacted TricorBraun (www.tricorbraun.com) for help with redesigning the packaging.

Explains David Snyder, a TricorBraun design director, the new strategy for changing the packaging was to retain some of the traditional elements and the look of the package, while adding some pizzaz: “Tradition has its place, but Elmer's needed a facelift and a new brand identity for its packaging,” Snyder says. “We decided that [creating an exciting bottle] shape and color were the way to help punch up the brand on the shelf.”

Because many of Elmer's competitors package their glues in natural polyethylene containers, Elmer's wanted to overcome the color sameness and give the new design more zing by using the deep Elmer's blue as the base color for a full-bottle shrink-label. A glowing bright orange teams with the deep blue color scheme to make the bottles easier to find in stores and especially make them easy to remember.

Considering the shape of the assorted squeeze bottle sizes, Elmer's and TricorBraun chose a high-density polyethylene bottle with an offset neck, the latter of which changes the brand's appearance and enhances glue application. The bottle's shoulder or “top deck” now has a slanted face panel that's striking in appearance. The top of each sleeve, decorated in the bold orange, matches the bottles' dispensing closure tips. “When the new bottles are collectively aligned with other Elmer's bottles, they create their own POP display,” Snyder adds.

With some savvy packaging moves, Elmers was able to keep ahead of their competition and make it harder for them to duplicate. And that’s packaging power!

Matrix Packaging (www.matrixpackaging.com) makes the bottles and applies the shrink sleeves.
Fort Dearborn Co. (www.fortdearborn.com) makes the bold, glossy sleeve labels.

Free News Updates ... Subscribe to Packaging Digest Newsletters Now

Talkback

We would love your feedback!

Featured Company

SATO

SATO is a pioneer and leading global provider of integrated Automatic Identification and Data Collection solutions that leverage barcode and RFID technologies. SATO manufactures innovative, reliable auto-identification systems and offers complete... more
Bosch Packaging Technology

Bosch Packaging Technology, Inc. is one of the world's leading suppliers of packaging machinery. Our diverse portfolio of packaging machines, including the well known Doboy brand, includes robotic automation with pick & place robots (delta robots)... more
A-B-C Packaging Machine Corporation

For over 69 years, A-B-C has led the industry with innovative case erectors, packers, sealers, palletizers, depalletizers and more-- built to save money and reduce labor on the packaging line. Today, our work continues as we develop machines to... more
Adept Technology

Adept Technology is a global, leading provider of intelligent robotics systems that enable customers to achieve precision, speed, quality and productivity in their assembly, handling, packaging, testing and other automated processes. Adept's... more
VISION RESEARCH

Vision Research designs and manufactures high-speed digital imaging systems used in applications including defense, automotive, engineering, science, medical research, industrial manufacturing and packaging, sports and entertainment, and digital... more
Shibuya Hoppman Corporation

Shibuya Hoppmann, a leading systems integrator, effectively responds to your needs using our innovative approaches towards technology, quality, reliability, experience and customer service. We want to be your preferred packaging machinery... more
Plastic Ingenuity

Plastic Ingenuity provides custom solutions for your unique thermoformed packaging needs for the food, retail, cell phone, medical, cosmetic, and other industries. Offering a wide variety of materials, including bio materials such as PLA, PSM, and... more
Wayne Automation Corporation

Through innovation and experience, Wayne Automation has developed a comprehensive line of packaging equipment built for reliability and long system life. Our product line includes: Case Erectors, Sealers, Partition Inserters, Tray Formers... more
Glue Dots International

Founded in 1995, Glue Dots International revolutionized the adhesives industry with pressure sensitive Glue Dots Brand Adhesive Products. Located in New Berlin, Wisconsin, Glue Dots holds several patents and continues to develop new, efficient... more
Diagraph, An ITW Company

Diagraph offers world-class marking, inkjet coding, and labeling systems for your RFID and product identification needs. Our product line includes a diverse line of industrial ink jet solutions including: small character continuous ink jet coding... more
Cognex Corporation

Cognex Corporation is the world's leading provider of vision systems, vision software, vision sensors, industrial ID readers and surface inspection systems used in manufacturing automation. Cognex helps companies improve product quality, eliminate... more
ID Technology

ID Technology (IDT), a division of Pro Mach, is a manufacturer and integrator of labeling, coding, and marking systems and solutions. With 17 regional facilities, IDT provides responsive service and support to fit our customers individual needs... more
Advanced Poly-Packaging, Inc.

that are fast, simple and money-saving! High quality poly bags, tabletop & production baggers and conveyors, scales and parts counters. Mail order, many foods, medical/pharmaceutical and more... more