Brita's new packaging gains visibility on the shelf

The Institute of Packaging Professionals (IoPP) recently announced the winners of the 2014 AmeriStar Package Awards Competition earlier this year.

Judges assessed and scrutinized packages from 13 categories in a new online, virtual judging process back in April. Criteria included package innovation, sustainability, protection, economics, performance and marketing.

Top AmeriStar winners included the Best of Show Award, the Sustainable Package Award and the Design Excellence Award. Winners were honored at the AmeriStar and Visionary Awards Reception on June 10 during EastPack in New York City.

This year’s Sustainable Package Award winner, The Clorox Co., won for its Brita Pitcher Open-Sided Carton.

The packaging system consists of a carton tray and band containing a pitcher protected by shrink film. This open-sided design allows for a significant material waste reduction from the previous packaging while eliminating the threat of damage by letting shoppers look at the actual pitcher without opening the carton. The end result is a package that shows off the beautiful pitcher design in a format that easily communicates the size, shape and features of the product.

Packaging Digest caught up with Samuel J. Marino, CPP, packaging development scientist, Clorox, to find out more about this innovative packaging system.

What makes this package so unique?

Marino: Its ability to sufficiently protect a Brita pitcher with significant product visibility and approximately half of the packaging materials makes it unique.

How did the design come about?

Marino: Inspiration came from sports ball equipment packaging that displayed the product through a large window on shelf that allowed for consumers to interact with the item.

The fundamental message of the Brita brand is to reduce waste by providing consumers with a sustainable alternative to bottled water.

We realized that our packaging did not align with this message based on the number of components, materials used, and difficulty of separation for recycle streams.

We also wanted to increase the impact of our products on the shelf. Showing that Brita products are fun housewares is a key priority for us and this packaging really allowed the product to stand out.

What were the key goals and requirements from a marketing view? From a packaging view?

Marino: The key goals from a marketing view included improving shelf impact and brand recognition compared to current and competitors packaging by displaying more of the product. Packaging goals included reducing packaging weight, number of components, and eliminating PVC without increasing unsalables during the supply chain.

What challenges were encountered from a packaging production standpoint and how were they solved? Which of these were anticipated and which were not?

Marino: Anticipated but not to the extent of work—Shrink wrapping is a highly variable process and balancing cosmetic appearance with technical feasibility was difficult. We tackled this issues by developing an internal specification with our marketing team once a stable process was determined.

Not Anticipated—Preventing unwanted creases in such a skinny carton dieline. Standard handling practices has to be modified to prevent this issue.

Anticipated—Verifying that the shrink wrap could sufficiently protect the pitcher from scuffing through the supply chain.