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Modern Packaging Magazine - September 1958 - Return to Main Search
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Text Summary via OCR:

Signaling the premium offer

Two objectives were essential to Lever Bros., Ltd. in designing a package for a new detergent introduced in Canada. The package had to be a standout among the crowd of other detergents and it had to "shout" its chinaware premium offer louder than its competitors. Boldly, the designers made the premium offer one of the main features of the package face, accompanied by a display of matching pieces that can be obtained by continued use of the product on the back panels, plus further reminder of the premium by a repeated illustration of the chinaware on the end panel. Since the product, called "Extra," is a heavy-duty, all-purpose, blue-colored detergent, no delicate pastel treatment was considered. Bold reds and blues were selected to create the impression of "a good, strong washing powder." Triangular wedges give an effect of height and eye-pulling power. Line drawings of the chinaware were carefully executed to prevent "fill in" of the rose pattern. Gloss inks help protect surface from handling by wet hands. Copy is in two languages (English and French). Design by Jim Nash Associates, Inc., 527 Madison Ave., New York. Cartons by Hygrade Container Co. Ltd., Toronto.

Chocolates in thermoformed polystyrene trays

In solving the problem of packaging quality chocolates in popular-priced units for supermarket selling, William Neil-son, Ltd., Toronto, has developed a thermoformed polystyrene compartmented tray with transparent acetate slide cover that might start a new trend in confectionery packaging. The

0.020-in.-thick opaque white, non-toxic tray is formed with pillars in four locations to prevent crushing in stacking and shipment. The 0.0075 acetate slide-on cover provides product visibility, while two-color silk-screen printing on the acetate assures brand and product identity. The cover is secured by pressure-sentitive tabs that may also be used as price spots. The package reportedly represents outstanding economies and labor savings, since the need of paper cups or dividers is eliminated and the trays can be filled right from the chocolate-making machine in half the time required for conventional boxing. For the consumer, the tray makes an attractive serving unit and a "silent package" for theater munchers. Thermoformed package by American Paper Box Co., Ltd., Montreal and Toronto, using Dow polystyrene and Celanese acetate sheeting. Pressure-sensitive tabs by Avery Adhesive Label Corp. (Canada), Toronto.