Unique New PMC Ice Cream Container Reinforces Godiva's Upscale Appeal
The trademark gold background with black type wrapped around a unique, tapered, oval shape gives the new Godiva ice cream container an elegant, upscale identity.
The trademark gold background with black type wrapped around a unique, tapered, oval shape gives the new Godiva ice cream container an elegant, upscale identity. Developed by Paper Machinery Corporation in collaboration with Dreyer’s, the distinctive container attracts consumer attention and can be displayed eight across in the retail freezer, with both brand and flavor easily identifiable. This is a natural benefit of a nonround package over a round one.
A gold foil membrane prevents tampering, and the black composite lid – a hot-stamped paperboard insert with a plastic rim – is sturdy and easy to open and reclose. "Choosing and enjoying Godiva ice cream is very pleasurable, and consumers think of Godiva as an alternative to Haagen Dazs and Ben & Jerry's," says PMC Vice President Jerry Meier. "If Godiva ice cream was packaged in traditional tapered, round containers, consumers would have treated it as a new cross-brand offering from Haagen Dazs or Ben & Jerry's." Packaging Godiva in round containers would also have resulted in a smaller package because the Godiva package is 12.8 ounces, while the others are 16 ounces. "This would not have been seen as good value by many consumers," Meier notes.
The Godiva container is formed from litho-printed paperboard blanks supplied by Sealright, who forms the canisters on a Model 1250NR machine from Paper Machinery Corporation. Forming speeds are 120 containers per minute, and Versaform lids from Double "H" Plastics top off the container. PMC developed new expander technology for finishing off the bottom and new tool geometry to curl the top rim of this unique shape. "Godiva ice cream is a true success story for 1999," adds Meier. "It's a packaging, product and marketing program that was well thought out by Dreyer's, the ice cream processor and marketer behind the brand." The package has been acknowledged with a 1999 Packaging Technology Award.
