Simple Packaging Creates "Flavour" for New Fiber Softeners

Using natural essential oils to create "a new flavor experience", Cincinnati Procter & Gamble recently introduced fiber softeners with custom packaging and exquisite thermal transfer label motifs that evoke the mood of each aromatherapy variety. New Downy(R) Simple Pleasures(tm), available in 32 and 52-oz sizes, uses aromas for relaxation, refreshment and vitality. They are vanilla plus lavender, lotus and jasmine, and coriander and honeysuckle.

Downy Simple Pleasures are packaged in a patent-pending, custom-made PET bottle, shaped like a half-hourglass at the bottom, and easy-to-pick and bottleneck at the top. From the bottom of the bottle on the right hand side, a spray of water is molded on the surface of the container and hung upwards, passing through the front web and surrounding the bottleneck. The path is continuously widened. The opaque containers and the contents inside are all colored - lavender, blue or green - to distinguish between different types. At the top of the bottle is a two-piece opaque pearl white lid with measuring spoons (decorative pattern) designed by Erie Plastics. The label design is very simple, composed of soft lighted candles, water lilies floating on the water and silver bells under the blue sky. Smurfit-Stone Container offers clear DI-NA-CAL(R) thermal transfer labels that are transferred by gravure technology at the facilities in Cincinnati and Jacksonville, Florida. In addition, the participation of Smurfit-Stone in the Simple Pleasures packaging has made the label beyond the pure label range.

Marty Dennis, DI-NA-CAL Label Group Sales and Marketing Director, said: “For this special product launch, we not only provided thermal transfer labels, but also provided P&G many other value-added contract labeling services. We become a more attractive supplier than other competing players."

In order to support the 2 million tags required for the launch of the Simple Pleasures product, Smurfit-Stone installed a high-speed tag device in Cincinnati that is planned for this product and other contracted label customers.