Thoughts and News on High Visibility Packaging

Visibility the key to Bonus Pack

For this special promo package sold exclusively through PetSmart stores, it was essential that the primary packs inside be clearly visible to the consumer in the store.

United Pet Group’s FURminator deShedding tool has legions of fans among pet owners who would rather proactively remove hair from their dogs and cats rather than having to vacuum it up once its fallen where it will of its own accord. But this spring the Cincinnati-based firm launched a new product called Shed Control Cloths that are designed for daily use as opposed to the recommended weekly use of the deShedding tool. To boost interest in the launch, UPG needed a special promo bonus pack to be displayed exclusively at PetSmart stores, and their search led them pretty quickly to a folding carton with a window.

“We do a number of promotions that gain customer and consumer interest as a way of driving sales,” says John Herzig, Associate Packaging Engineer at UPG. “In this case we looked for a way for the consumer to see everything that’s in the box while still keeping a premium look. It called for either a die-cut window or a see-through carton, but one thing we knew pretty early on is that without visibility through some kind of window, we probably wouldn’t do the promotion. An all-plastic carton was considered too costly, and it’s not the best solution from a sustainability standpoint, either.”

The folding carton is a fold lock bottom and tuck top with a generously sized clear PVC window. What makes the window unusual is that it not only extends across most of the front panel, it also extends about an inch around the right front corner and a full three inches around the left front corner. This innovative combination of paperboard and plastic delivers

  • all the visibility that UPG was looking for
  • a cost structure that makes the Bonus Pack promo possible
  • attractive graphics, including important messaging about the newly launched cloths

“In addition to the messaging on the Bonus Pack carton there is some wording on the Shed Control Cloths carton that we want the consumer to be able to read,” says Herzig. “The Transparent Container design makes this possible.”