Flex pack samplers spur new sales

Sampling's soaring. In an economy where consumers hesitate to invest in unknown new products, marketers increasingly turn to miniature giveaway packages that help buyers make up their own minds about purchasing trade sizes.

The strategy is succeeding. Especially for brand identities with ready recognition in the marketplace. PD made this discovery during a recent visit with Flexpaq at its South Plainfield, NJ, plant, a large operation dedicated to small packages.

There, at a conference room table arrayed with dozens of unit sampler pouches, the impact of a tiny structure versus that of TV and other advertising emerges forcefully. Probably no better example of a sampler's potential, Chance® from Chanel, also symbolizes not only the reach of structural innovation, but also the global grasp of packaging. It's a circular pouch that is selling a premium fragrance series.

Major departure
Chanel's Chance is a new four-product collection the New York City-headquartered marketer aims at younger women; ergo the packaging's use of a modest pink in a major graphic departure from its historic black and white. A Chanel marketing spokesperson tells PD that the round pouch contributed to the line's introduction in August, '02–and is still used.

The pouches are made from a single web by Flexpaq, a part of Ileos Group. It's converted at a plant of Amcor Flexibles Europe. The pouch is an adhesive lamination of (from the outside) polyester/ aluminum/polyester/linear low-density polyethylene, and contains what Chanel calls Chance body moisture.

In an enclosed area–one of nine packaging rooms in the facility–Flexpaq produces the pouches in its dual role of package maker and contract packager. And, the company accomplishes this dual production feat with a verve that validates the adage about teaching old dogs new tricks.

The 3^1/2-in.-dia pouches come into being on a form/fill/seal machine built in the early '80s by Klöckner. Upgraded with three new finely tuned piston pumps, the machine first forms bottom and side heat seals in the web. It then fills and seals with an easy-opening score.

Under tight control, the web then progresses out of the machine to a die-cutter. Following cutting, the individual pouches feed onto a powered conveyor for manual cartoning and casing.

Huge flow
Though information on the exact quantity of Chanel pouch shipments is proprietary, the fact that it and another Flexpaq-made sampler remain in use following the introductory period speaks volumes.

"For all of our customers," PD learns from Flexpaq sales vp Jim F. Gabilanes, "there is a huge flow of the miniatures through our operation because they appreciate the job these packages do.

"They spark first-time trials for both new and established products at point of sale. Immediate satisfaction translates into immediate purchases. "No other medium can do this at a comparable cost per sale," he continues. "They're clean, they're competitive, and they communicate quality. And, they reach the consumer for whom the products are marketed."

More information is available:

Pouch/contract packaging: Flexpaq, 908/753-7300. Circle No. 271.

Film: Amcor Flexibles Europe, 44 1452 634100. Circle No. 272.

F/f/s machine: Klöckner Medipak, 727/538-4644. Circle No. 273.