World Kitchen’s ‘try me’ package extends brand

World Kitchen has extended its equity in bakeware into silicone products.

For its new Baker’s Secret Silicone Bakeware sub-brand, called Baker’s Secret Flexible, the Reston, VA, marketer created an eye-catching e-flute paperboard sleeve.

Silicone bakeware’s bending capability enables it to fit into small storage places. That is a strong point of difference with metal bakeware, and both the Baker’s Secret Flexible product name and the packaging communicate this difference on multiple levels.

First, rather than simply depicting standard graphics, the paperboard sleeve, designed by Anthem Worldwide, leverages the sub-brand name prominently. A wave-shaped die-cut pattern on both edges of the sleeve creates the imagery of a product having flexible properties.

"The product’s material properties offer the ultimate convenience," says Jyoti Sharma, Baker’s Secret Flexible brand manager. "It’s oven-and freezer-safe, dishwasher-sturdy, even microwaveable. It bends and folds easily to store in even the most space-conscious kitchens."

Second, Sharma says the die-cuts on both ends of the sleeve introduce a "try me" benefit to the package by exposing portions of the product to consumer inspection.

Third, two flaps on the bottom panel of the sleeve allow each package to be stacked upright on the store shelf, a departure from most bakeware, which lies nested and flat on the store shelf. With the product standing upright, packaging graphics and a series of product-in-action icons on the sleeve call out more attention to this product.

The ends of the sleeve are fastened with an adhesive, and the sleeves are printed offset in five colors.

Introduced at Wal-Mart, this package is evidence of a marketer that understands the consumer as both a shopper and a user of the product once she gets it home.