Every now and then a packaging innovation is so obvious, so easy to implement and so useful it makes you wonder, “Why the heck did no one do this years ago?”
All cheers, Kimberly-Clark.
U by Kotex Designer Series Tampons zip-lock pouches caught our eye - and should catch the eye and win the heart of every young woman.
The re-sealable zip-lock packaging solves a problem even men can understand - carrying tampons around. The soft crush-proof pack helps prevent a handbag full of loose tampons that have fallen out of a crushed box. The zip-close packaging prevents the embarrassment of having a tampon fly out of a handbag, purse or sport tote.
True to the vivacious brand personality of U by Kotex, every little pouch is brightly coloured in one of three exuberant designs and each holds eight tampons in similarly bold fashionista wrappers.
The two-pouch box is more demure – a black background with colour splashes. Even the product blurb is presented in girl-friendly 'hand-written' notes and illustrations on the back.
The design was done by FMCG branding agency, Passport Design, whose motto is the Oliver Wendell Homes Jr quote, “Once the mind has been stretched by a new idea, it will never again return to its original size.” And who, when not reinventing the packaging of brands like Cascade, Peters ice cream, Coca-Cola and Cadbury, creates its own brands – Black Betty Beer, My Dead Grandma's Tomato Relish and 96 Wine.
The launch of U by Kotex Designer Series Tampons will be supported by an integrated marketing communications program including outdoor, online, social and in store activation by shopper marketing agency, The Station Agency, commencing in May this year.
The new product will be available in independent supermarkets and pharmacies from mid-March in Regular and Super sizes.
