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.