is applied to new standard cartons that package the bulk of its ice-cream business.

In store display cases, the company found, the buyer could not instantly differentiate among the flavors in its old white cartons. Under marketing conditions that require almost split-second decisions by shoppers,^⅞ Meadow Gold saw that the white background on cartons was not accelerating its total sales effort

The new design features high-key photography that uses soft focus except for a spoon dipping into a dish of ice cream which dominates the panel. A marble-top table, an old-fashioned glass candy jar and the shadow of a wire-back chair found in yesterday's ice-cream parlors are the secondary background elements. The total picture suggests quality by its connotation of old-time, hand packaging.

The same photo format is used for vanilla, chocolate, strawberry, neopolitan and sherbet, plus all multipurpose ice-cream cartons. For rapid store identification, the ice-cream and background colors are changed for each flavor.

The multipurpose carton is used to hold less-popular flavors that may total 100 during the year. Multipurpose cartons are imprinted with name of the particular flavor prior to packing.

In addition, Meadow Gold is redesigning the plastic tops for its polystyrene ice-cream containers, the tops of its liquid-tight paperboard canisters and the reverse-printed cellophane label for its fibre canisters with metal tops and bottoms.

The Meadow Gold company believes that it now offers more than 100 plants a considerably wider choice of packages than is offered by any other national ice-cream manufacturer.

As part of its over-all package revamping, Meadow Gold's gable-top milk-carton line has been redesigned for faster store identification. These cartons are used for milk, milk products and fruit-ades. The Meadow Gold girl appears on two sides and different colors are printed on gable tops to distinguish the various products. Also, a reverse of the cartouche is run on the gable for price marking where this is necessary, although it still appears as part of the integrated design of the carton even if the area is not price marked.

Supplies and Services: Cartons by Chicago Carton Co4200 S. Pulaski Ave., Chicago 32; Container Corp. of America, 38 S. Dearborn St., Chicago 3, and Fibre-board Paper Products Corp., 475 Brannan St., San Francisco 19. Plastic containers by Louisiana Plastics Co., Louisiana, Mo. Milk cartons by Sealright Co., Inc., DivOswego Falls Corp., Fulton, N.Y. Metal-end fibre cans by Sefton Fibre Can Co., 3275 Big Bend Blvd., St. Louis 17.

^⅜ See "10 Seconds to Sell,"� Modern Packaging, Dec., 1957, p. 91.

Maximum impact for the promotion of specials is achieved by using the same art for the carton and for all supporting advertising.