Translucent lozenge carton livens the cold/cough aisle

In an attempt to "break through the competitive clutter on the shelf in the cold/cough aisle," according to Jenny Figueroa, associate brand manager for Cadbury Adams USA, Parsippany, NJ, the new Halls Max(tm) line of lozenges catches the eye in striking translucent polyvinyl chloride cartons. In bold colors of blue for the Menthol version and red for Cherry, the 18-unit cartons provide a shimmering glimpse of the soothing, blister-packed lozenges inside.

In an attempt to "break through the competitive clutter on the shelf in the cold/cough aisle," according to Jenny Figueroa, associate brand manager for Cadbury Adams USA, Parsippany, NJ, the new Halls Max(tm) line of lozenges catches the eye in striking translucent polyvinyl chloride cartons. In bold colors of blue for the Menthol version and red for Cherry, the 18-unit cartons provide a shimmering glimpse of the soothing, blister-packed lozenges inside. Says Roni Scheller, senior packaging engineer for Cadbury and the pack's designer, "A new and different packaging structure was required to effectively portray the strength of Halls Max." Combining Hall's Vapor Action menthol ingredient and the oral anesthetic benzocaine, the new product was introduced to extend cough suppressant marketer Halls' brand equity to the lozenge segment. The cartons are converted from 12-ga PVC by McLean Packaging Corp. (www.mcleanpackaging.com), which developed the packs to run on Cadbury's existing Romaco (www.romaco.com) cartoner with minimal changes to the machine. "Naturally, PVC and SBS behave differently on the equipment," says Scheller, "but with the scores and breaks that were built into the carton to accommodate the equipment, we were able to run the cartons at least as fast as we run SBS on the machine." Halls Max was introduced nationally on the cusp of cold season in July 2004 at a cost of approximately $3.71 per carton.