US20040232023A1

US20040232023A1 - Asymmetric package for market appeal

Info

Publication number: US20040232023A1
Application number: US10/442,328
Authority: US
Inventors: Vinod Bansal; Sharon Lindberg; Louis Lombardi; Tobias Funk
Original assignee: Unilever Bestfoods North America
Current assignee: Unilever Bestfoods North America
Priority date: 2003-05-21
Filing date: 2003-05-21
Publication date: 2004-11-25
Also published as: CA2467141A1

Abstract

The invention is directed to asymmetric packages that can be randomly labeled to have labeling that tilts to the right and left. The packages when labeled and displayed in a group have excellent marketing appeal and create a wave-like appearance or illusion of animation to the eye of the consumer.

Description

FIELD OF THE INVENTION

The present invention is directed to an asymmetric package. More particularly, the present invention is directed to an asymmetric package suitable for use with food products. The asymmetric package can stand right side up or upside down, is preferably squeezable and creates a wave-like appearance or illusion of animation when displayed in a group.

BACKGROUND OF THE INVENTION

Packages, like bottles, especially translucent bottles, are used to present to the public a variety of household products, especially food products. Manufacturers of such bottles often focus on the gripping means of the bottles to ensure that the bottles do not fall out of the consumers' hands. Such gripping means, however, typically are of interest to manufacturers when the bottles are large in size (i.e., at least 1000 ml).

Other manufacturers often focus on marketing techniques for individual packages. For example, individual bottles have been shaped like animals or drinking glasses so that they may be further used and/or displayed after being emptied. Also, manufacturers have focused on labeling for individual bottles to attract consumers.

Unfortunately, manufacturers have not focused on the need for a package that is easy to grip, ergonometric, small in size (i.e., no more than 750 ml) and an excellent means for marketing and promoting a product, especially when displayed in a group. This invention, therefore, is directed to an asymmetric package which can stand right side up or upside down. The asymmetric package can preferably be squeezed, and can create a wave-like appearance or illusion of animation when displayed in a group. The asymmetric package of this invention is easy to grip, ergonometric and an excellent means for marketing and promoting a product.

ADDITONAL INFORMATION

Efforts have been disclosed for making packages. In U.S. patent application Ser. No. 2003/0075521 A1, handy bottles capable of absorbing deformation strain are described.

Other efforts have been disclosed for making packages. In patent application Ser. No. 2003/0031851 A1, packaging with photographic images is disclosed.

Still other efforts have been disclosed for making packages. In U.S. Pat. Nos. Des. 416,199, 3,537,498, 5,156,285, 5,350,078, bottles suitable for gripping are described.

None of the additional information above describes an asymmetric package that, among other things, can stand right side up or upside down and can create a wave-like appearance or illusion of animation when displayed in a group.

SUMMARY OF THE INVENTION

In a first aspect, the present invention is directed to an asymmetric package that is easy to grip and ergonometric, the asymmetric package comprising:

(a) an offset waste line; and

(b) a label

wherein the label can be randomly applied around the offset waste line of the asymmetric package and randomly tilt to the right or left.

In a second aspect, the present invention is directed to a group of randomly labeled asymmetric packages of the same product, the group of randomly labeled asymmetric packages creates a wave-like appearance or illusion of animation when being displayed wherein each label on the labeled asymmetric packages randomly tilts to the right or left within the group.

Asymmetric, as used herein, means no correspondence of form and configuration on opposite sides of a dividing line or center of axis. Squeezable is defined to mean suitable to be squeezed by the human hand so that a consumer product can be removed or evacuated therefrom. Wave-like appearance or illusion of animation is defined to mean creating a swinging from side to side image, energizing and giving life to. Package, as used herein, is defined to mean a container suitable to sell consumer products in, and such a container can comprise metal, glass, plastic or paperboard. Ergonometric, as used herein, is meant to mean easy to grab and hold with either the right or left hand and having a first indentation for the thumb and a second indentation for the remaining fingers of the hand located opposite the first indentation. Offset waste line, as used herein, is defined to mean a perimeter of the package falling in between the middle 50% of the package.

BRIEF DESCRIPTION OF THE DRAWINGS

The subject matter which is regarded as the invention is particularly pointed out and distinctly claimed in the concluding portion of the specification. The invention, however, may be best understood by reference to the following description taken in conjunction with the accompanying drawings figures in which: [0015]
FIG. 1 depicts the asymmetric package of the present invention with a label thereon; [0016]
FIG. 2 shows a group of the packages creating a wave-like appearance or illusion of animation; [0017]
FIG. 3 illustrates a preferred manner for labeling the package of this invention.[0018]

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

There is no limitation with respect to the type of package used in this invention other than that the package is one which is suitable to contain a consumer product, and especially, a food product. Such a package typically comprises metal, glass, paperboard, or plastic. In a preferred embodiment, however, the package of the present invention is a squeezable plastic comprising polyethylene, polypropylene, polyethylene terephthalate, ethylene-vinyl alcohol combinations thereof and the like. In an especially preferred embodiment, the package of the present invention is a bottle comprising polypropylene wherein the bottle is equipped with a conventional cap (including a squeeze cap) and able to stand right side up or upside down. [0019]
The consumer products suitable for use with the asymmetric package of this invention include hair care products, skin care products, soap, detergents and food products. The preferred products suitable for use with the package of this invention are food products like mayonnaise, tarter sauce, salad dressings, cheese condiments, mustard, ketchup, relish, margarine, and especially, dipping sauces, all of which may be made commercially available from suppliers like Unilever Bestfoods. [0020]
Turning to the Figures, FIG. 1 shows illustrative [0021] asymmetric packages 10 a and 10 b in the form of squeezable plastic bottles resting on their caps 12 a and 12 b, respectively.
Bottle [0022] 10 a comprises product label 14 a (with, for example, a product logo, company name and marketing slogan) tilting in this illustration towards the left. First indentation 16 a forms a comfortable indentation for the thumb of a consumer's hand (not shown) to insert around or rest on whereby the remaining fingers of the consumer's hand (not shown) can wrap around the bottle to rest on second indentation 18 a, which forms a comfortable indentation for the same.
Bottle [0023] 10 b comprises product label 14 b tilting in this illustration opposite the direction of product label 14 a and towards the right. First indentation 16 b forms a comfortable indentation for the thumb of a consumer's hand (not shown) to insert around or rest on whereby the remaining fingers of the consumer's hand (not shown) can wrap around the bottle to rest on second indentation 18 b, which forms a comfortable indentation for the same.
Regarding [0024] bottle 10 a, product label 14 a in this illustration tilts to the left since product label 14 a initiates under the top portion 20 a of second indentation 18 a to surround offset waste line 22 a. On the otherhand, product label 14 b tilts in a direction opposite the direction of product label 14 a and to the right since product label 14 b initiates over top portion 20 b of first indentation 16 b to surround offset waste line 22 b. It is particularly noted that label 14 a and 14 b are described as tilting in a direction opposite to each other for illustration purposes. It is within the scope of this invention, however, for such labels to tilt in different directions which may not necessarily be opposite each other.
Turning to FIG. 2, shown is a group of [0025] asymmetric bottles 22 comprising at least one bottle 10 a and at least one bottle 10 b randomly distributed throughout the group wherein product label (tilting to the left) 14 a and product label (tilting to the right) 14 b create a wave-like appearance or illusion of animation within the group of asymmetric bottles 22. Such a wave-like appearance or illusion of animation provides an excellent marketing means by attracting consumers to the products packaged in, for example, asymmetric bottles 10 a and 10 b displayed within the group.
In an especially preferred embodiment, [0026] offset waste lines 22 a and 22 b fall in between the middle 35% of the package, and present within the group are asymmetric packages where, for example, the ratio of 10 a:10 b is from about 2:8 to about 8:2, and preferably, from about 3:7 to about 7:3, and most preferably, from about 4:6 to about 6:4. In an especially preferred embodiment, no more than 5 identical asymmetric packages are adjacent to each other within the group. In another especially preferred embodiment, the group of asymmetric packages described herein comprises at least about 20 packages, and preferably, at least about 25 packages, and most preferably, at least about 30 packages, and the group is displayed for sale on at least two (2) shelves or racks that are vertically in line with each other.
Regarding the labels which may be used in this invention, such labels may contain, for example, shapes, symbols, company names, product logos, marketing slogans, combinations thereof and the like. Moreover, there is no limitation with respect to how the labels are put on the packages of this invention, as long as the labels do not interfere with the function of the package and the products contained therein. Typically, such labels may be painted on to the packages, etched in the packages or placed thereon with an adhesive. [0027]
In a preferred embodiment, and as shown in FIG. 3, labels [0028] 14 a and 14 b may be placed on packages 10 a and 10 b, respectively via a conventional shrink-wrap technique whereby the label envelopes the package and is tightly shrunk on the package with a heat source.
Regardless of the technique employed to apply labels on to the asymmetric packages of the present invention, the asymmetric packages, during production, are fed into a filling line randomly with either the first indentation on the right and the second indentation on the left, or the second indentation on the right and the first indentation on the left, resulting in labels tilting to the right and left. [0029]
The example which follows is provided to facilitate an understanding of the present invention. The example is not intended to limit the scope of the claims. [0030]

EXAMPLE

About 30 asymmetric bottles (similar to those shown in the figures) can randomly be shrink-wrapped with a Unilever Bestfoods' dipping sauce product label, filled with a brownish dipping sauce and capped. Approximately half of the asymmetric bottles should have labels tilting towards the left and half should have labels tilting toward the right. The asymmetric bottles can be randomly stacked in a group 15 randomly labeled asymmetric bottles on top of 15 randomly labeled asymmetric bottles (all standing on their cap). Ten (10) observers may be asked to assess the look and appearance of the randomly stacked bottles from approximately 25 ft. All ten (10) observers are expected to conclude that the labeled group of asymmetric packages are eye-catching, complete with marketing appeal, and creating a wave-like appearance or illusion of animation when displayed. [0031]

Claims

What is claimed is:

1. An asymmetric package comprising:

(a) an offset waste line; and

(b) a label

wherein the label can be randomly applied around the offset waste line of the asymmetric package and randomly tilt in different directions.

2. The asymmetric package according to claim 1 wherein the package comprises a first indentation for a thumb of a hand to rest on and a second indentation for remaining fingers of the hand to rest on while wrapping around the asymmetric package wherein the second indentation is opposite the, first indentation.

3. The asymmetric package according to claim 2 wherein the label tilts towards a first direction when initiating from the second indentation and tilts towards a second direction when initiating from the first indentation.

4. The asymmetric package according to claim 3 wherein the label tilts to the left when initiating from the second indentation and tilts to the right when initiating from the first indentation.

5. The asymmetric package according to claim 1 wherein the asymmetric package further comprises a hair care product, skin care product, soap, detergent, or a food product.

6. The asymmetric package according to claim 1 wherein the asymmetric package further comprises a food product which is mayonnaise, tartar sauce, salad dressing, cheese condiment, mustard, ketchup, relish, margarine, or a dipping sauce.

7. The asymmetric package according to claim 1 wherein the asymmetric package is squeezable.

8. The asymmetric package according to claim 1 wherein the package can stand right side up or upside down.

9. A group of randomly labeled asymmetric packages of a product wherein the group of randomly labeled asymmetric packages creates a wave-like appearance or illusion of animation when being displayed.

10. The group according to claim 9 wherein the labeled asymmetric packages are ergonometric.

11. The group according to claim 9 wherein the labeled asymmetric packages may be squeezed to discharge product.

12. The group according to claim 9 wherein the packages comprise a hair care product, skin care product, soap,. detergent or food product.

13. The group according to claim 9 wherein each package of the group of randomly labeled asymmetric packages has a first indentation and a second indentation opposite each other, the first indentation forming a comfortable indentation for a thumb of a hand to rest on and the second indentation forming a comfortable indentation for remaining fingers of the hand to rest on while wrapping around the asymmetric package.

14. The group according to claim 9 wherein each package is squeezable, and each package can stand right side up or upside down.

15. The group according to claim 9 wherein the randomly labeled asymmetric packages are displayed on at least two shelves that are vertically in line with each other.