“Distinctive Shape Highlights Brand Extension”
Brand extensions can be tricky, but TricorBraun helped Olay figure out how to do it right by creating a distinctly shaped bottle, much different than the round packages used my most vitamin marketers.
The rectangular shape helped address several issues. The clean, long oval shape help make it stand out in the category. The wide shelf presence works as a billboard for the product. Another problem people have is remembering to take their vitamins. If one can easily take them along, they will not be forgotten so easily; the slender package fits easily in a woman’s purse.
“The shape of this package had to take into account multiple factors: It’s flat enough for adequate billboarding, narrow enough to reinforce that it’s a product for women and compact enough to fit easily into a purse.” Food and Drug Packaging Magazine – 2004 NACD Awards Showcase