Package Design - December 2013 - (Page 16)

DESIGN TECH PERSONALIZED Packaging Say You, Say Me Letting shoppers make your product their own can help your brand shine. By Linda Casey G eoff Bloom, art director at New England Confectionery Company (NECCO), just might be the most popular dad on his block. "I'm the good neighbor, who gives out the full-sized candy bars at Halloween," he quips. Halloween gives Bloom an opportunity to use candy to connect with others on a personal level. A practice that his employer NECCO has been using for more than 100 years, with its Sweethearts Conversation Hearts. For Valentine's Day 2014, NECCO ramps up the customization factor with the launch of the Sweethearts Color Your Own box campaign, which pairs personalized packaging with a website art contest. Starts with a child The idea to create a package that can be personalized was inspired by a letter from a middle school student. Bloom recalls: "The note said, 'We'd love a way to personalize it the way Valentines candy can be with stickers and that kind of stuff.'" Bloom took that kernel of an idea and channeled his inner 10-year-old kid to develop a package that encourages children to express themselves artistically. Bloom designed a box with front panel graphics that kids could color in. He also ensured that all outside surfaces of the box could be colored and with any medium. "At first, I had our print vendors try all kinds of coatings for the package," he says. "But the finished boxes take just markers or just crayons. Being the artsy type, I wanted to let kids color with anything they wanted. If we just turned the box inside out, the kids 16 NOVEMBER 2013 could express themselves with any medium they have. "The box colors wouldn't be as saturated as our regular boxes," he adds. The resulting texture and look is so similar to paper from a coloring book that it serves as a cue to color for early readers or kids who have not yet learned to read. The muted look paired with the simple two-color palette also doesn't compete with the children's artwork. Tech engages, simplifies As a father to a three-year-old, he also wanted to make sure the design resonated with today's kids, who are growing up with mobile technology and see older teens use messaging apps. "Text messaging is taking over everywhere else, so we didn't want to make the messages prewritten Valentines," Bloom explains. "Instead, we let the kids put their own message on the box." The campaign also has a Web component. Children color the Sweethearts box, and with the help of their parents, upload a picture of their personalized Color Your Own! carton to www.necco.com, where the confectioner will host a submission page from January to March 2014. The web also plays a large role in Jones Soda's personalized packaging offering. Jones, an early adopter of the personalized packaging, also uses the web to engage its brand fans. "I remember this outside sales meeting, where the general manager tells me, 'Hang on, I've got something to show you,'" Andrew Baumann, who manages both marketing for the brand and the MyJones' program, http://www.necco.com

Table of Contents for the Digital Edition of Package Design - December 2013

Package Design - December 2013
Contents
Editor's Letter
Front Panel
Snapshots
Fulfilling a Tropical Fantasy
Say You, Say Me
Design Tech Products: Digital Printing and Finishing
Star Rising
Product Focus: Prototyping
Datebook
Index of Advertisers
Field Notes

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