BXP - December 2017 - 52

A D V E R T O R I A L

Design a packaging system
that can flex with the seasons
Bill Hodges of Boutwell Owens discusses the beauty of promotional repackaging
The holidays are a fraught time,
especially for manufacturers. Brands
create an excess amount of products
and much of it gets shipped back.
Then it has to be repackaged in its
original format and shipped once
again to the retailer. Somewhere
within this process, brand owners
lose half of their margins. It's a
nightmare that, in industry terms, is
called "stock lift." Happy holidays!"

the technical side, the sleeve
was UV printed in multiple
colors-very upscale looking.
Once the product matures, you
simply remove the sleeve and it
transitions without new packaging graphics and without even a
bill of material change. The cost
savings are significant. Sleeves
can include a folded book cover,
which engages the client further.

Keeping brand identity
When promotional packaging

Where is it written that you have to
have a dedicated Christmas package?

What are the advantages of this strategy?

overpowers the brand, consumers often fail to

Here's an eye opening fact. In today's culture of

It's all about changing the way you think. Brand

engage with a trusted product. A promotional

environmental sustainability, Americans still throw

owners live with planned obsolescence because

sleeve is a temporary marketing tool that allows

away 25% more trash during the Thanksgiving

of things like phase-out or revision changes. "We'll

brand owners to participate in seasonal activities

to New Year's holiday season. The extra waste

write it off, no big." But when you look at the mar-

and stand out when innovating in a category.

amounts to 25 million tons of garbage, or about

ketplace in retrospect, this is crazy. It's a Ground

The recognizable brand positioning is retained,

1 million tons per week. That's one big holiday

Hog Day type of behavior. A sleeve is a tangible

with the introduction of the holiday or promo-

hangover for the environment. At Boutwell Owens

idea that you can accomplish by digital cutting

tional flair.

we thought, why not create a specialty sleeve that

and printing. Deploy customized promotions on

goes over the regular package for holidays or pro-

sleeves by market, target, consumer, holiday...you

Here's a great example

motions? Retailers can peel off the sleeve and the

name it. The sleeve can be produced with mosaic

Honeywell, Inc. introduced their new line of

brand owner doesn't have to lift out the product

printing to make each one different. Think about

programmable thermostats a few years ago. The

when the holiday ends; it can stay on the retail

the freight paid to "un-season" a product, just to

launch utilized a book cover sleeve with UV coat-

shelf. In fact, you can ship the sleeves to retailers

repackage it and send it back to the retailer for

ing and embossing, creating a rich and engaging

for products that are already there.

restocking. What I'm talking about would end

look. As the line matured, the products became

all that and, saving the brand owner money and

legacy items and the promotional sleeve was

protecting margins.

deleted. The manufacturing process went back

Dressing up holiday beverages
As a general rule, wine and liquor don't get

Retail sleeves can be a fun, engaging way to

to packaging in traditional folding cartons, minus

reconfigured into gift packs in their large bottle in-

dress up the existing brand without compromising

the sleeve. This immediately reduced packaging

carnations. Bottled products that are traditionally

your positioning. They are attention grabbing and

costs, while enhancing launch effectiveness.

boxed can be converted for holiday promotions

appeal to a wider demographic. Digital printing

with the addition of a printed/die cut sleeve. These

and cutting make it easy!

can be customized and bring a seasonal flavor,
without changing the main packaging line. At the
end of the season, sleeves can be lifted, leaving

The opportunities don't stop
with the holidays.

the product in place on the shelf, avoiding the

Sleeves lend themselves to mainstream packaging

lift and repack costs. Gift packs typically remain

as well. One example; we did a sleeve for a mature

unchanged, except that you can use sleeves as a

product where the brand owner was launching

component and custom direct the message to your

a new line. We packaged it with a sleeve and a

micro demographics with a digital strategy.

book cover that describes the new product. On

Learn more about
promotional sleeves.
Visit Boutwell Owens at
www.boutwellowens.com


http://www.boutwellowens.com

Table of Contents for the Digital Edition of BXP - December 2017

BXP - December 2017
Contents
Editor’s Letter
Marketing Trends to Watch
Top Brands of 2017
New York City
Cincinnati
Los Angeles
London
Chicago
Milan
Atlanta
Seattle
Ad Index
BXP - December 2017 - Intro
BXP - December 2017 - BXP - December 2017
BXP - December 2017 - Cover2
BXP - December 2017 - 1
BXP - December 2017 - Contents
BXP - December 2017 - 3
BXP - December 2017 - 4
BXP - December 2017 - 5
BXP - December 2017 - Editor’s Letter
BXP - December 2017 - 7
BXP - December 2017 - Marketing Trends to Watch
BXP - December 2017 - 9
BXP - December 2017 - 10
BXP - December 2017 - 11
BXP - December 2017 - 12
BXP - December 2017 - 13
BXP - December 2017 - 14
BXP - December 2017 - 15
BXP - December 2017 - 16
BXP - December 2017 - 17
BXP - December 2017 - 18
BXP - December 2017 - 19
BXP - December 2017 - 20
BXP - December 2017 - 21
BXP - December 2017 - 22
BXP - December 2017 - Top Brands of 2017
BXP - December 2017 - New York City
BXP - December 2017 - 25
BXP - December 2017 - 26
BXP - December 2017 - 27
BXP - December 2017 - 28
BXP - December 2017 - 29
BXP - December 2017 - 30
BXP - December 2017 - 31
BXP - December 2017 - 32
BXP - December 2017 - 33
BXP - December 2017 - 34
BXP - December 2017 - 35
BXP - December 2017 - 36
BXP - December 2017 - 37
BXP - December 2017 - 38
BXP - December 2017 - Cincinnati
BXP - December 2017 - 40
BXP - December 2017 - 41
BXP - December 2017 - 42
BXP - December 2017 - 43
BXP - December 2017 - 44
BXP - December 2017 - 45
BXP - December 2017 - 46
BXP - December 2017 - Los Angeles
BXP - December 2017 - 48
BXP - December 2017 - 49
BXP - December 2017 - 50
BXP - December 2017 - 51
BXP - December 2017 - 52
BXP - December 2017 - London
BXP - December 2017 - 54
BXP - December 2017 - 55
BXP - December 2017 - 56
BXP - December 2017 - 57
BXP - December 2017 - 58
BXP - December 2017 - 59
BXP - December 2017 - 60
BXP - December 2017 - Chicago
BXP - December 2017 - 62
BXP - December 2017 - 63
BXP - December 2017 - 64
BXP - December 2017 - Milan
BXP - December 2017 - 66
BXP - December 2017 - 67
BXP - December 2017 - 68
BXP - December 2017 - 69
BXP - December 2017 - 70
BXP - December 2017 - 71
BXP - December 2017 - Atlanta
BXP - December 2017 - 73
BXP - December 2017 - 74
BXP - December 2017 - Seattle
BXP - December 2017 - 76
BXP - December 2017 - 77
BXP - December 2017 - 78
BXP - December 2017 - 79
BXP - December 2017 - Ad Index
BXP - December 2017 - Cover3
BXP - December 2017 - Cover4
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