Feminine Appeal Key Design Consideration
Feminine Appeal Key Design Consideration
(From The Ice Cream Trade
Journal, April 1965)
ST. LOUIS, MO. — In redesigning its ice cream cartons, the Pet Milk Co. sought to develop packaging with “feminine appeal,” Lloyd Langdon, marketing manager of Pet’s Dairy Division, disclosed.
While sales for the division had excellent growth, Pet
Milk believed that its packages required “a more modern design to
keep pace with constantly changing market conditions,” he noted.
“The main objective in changing design was to offer instantly
recognizable packages in the most look-alike modern family of fresh dairy
foods in the marketplace — today, tomorrow and in the years to
come.”
The redesigning project was carried out in three
phases, with new packaging introduced in the following order: (1) Pet
Cottage Cheese, Pet Sour Cream and Mary Lee Taylor dips; (2) fresh milk;
and (3) Pet Ice Cream.
The most revolutionary change occurred in redesigning
the ice cream package, as the division decided to depart from its round
half-gallon container and adopt a rectangular lift-top package. This carton
was introduced after extensive market research on the part of the Marathon
Division of American Can Co., which makes the carton paper stock, and the
Kliklok Co., which developed the packaging machinery.
“The new cartons have been consumer-tested, and
we know that they appeal to women,” Langdon said. “The design
is modern, clean and classic, with strong eye appeal for lady shoppers. Our
colors and designs tie in to today’s supermarket
décor.”
In the development stage of the project, reactions of
women shoppers were carefully analyzed. Then, during consumer testing,
housewives’ responses were measured in many market areas of the
nine-state Southeastern U.S. region served by Pet’s Dairy Division,
headquartered in Johnson City, Tenn. A color coding of flavors was also
created to strengthen recognition factors.
KENDALLVILLE, IND. — Scented newspaper
advertisements on behalf of peppermint-marshmallow ice cream helped produce
a 400 percent sales increase for the Puritan All Star Ice Cream Co. In
promoting this flavor of the month, the firm ran a two-color ad in black
and peppermint pink ink in five newspapers in its territory. Ink used to
print the ads was peppermint scented, and keynoted a three-day sales event
titled “Peppermint Days.”
Retail outlets in the territory advertised tie-in
products, ranging from peppermint-striped sheets to pink paint. Puritan All
Star Ice Cream provided merchants with free bags of peppermint candy for
customer sampling. One appliance dealer featured an offer of a free
year’s supply of Puritan Ice Cream to anyone who bought a freezer.
Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!
