CA2686294A1

CA2686294A1 - Array of consumer articles having varying functionality

Info

Publication number: CA2686294A1
Application number: CA2686294A
Authority: CA
Inventors: Meredith Anne Mciver; Cathy Marie Sanders
Original assignee: Procter and Gamble Co
Current assignee: Procter and Gamble Co
Priority date: 2008-11-19
Filing date: 2009-11-19
Publication date: 2010-05-19
Also published as: MX2009012489A; US20100122929A1

Abstract

An array of consumer articles, the array having: (i) a first consumer article and (ii) a second consumer article. The first consumer article and the second consumer article have varying functionality. The first consumer article and the second consumer article also have a first packaging and a second packaging, the packaging for the first consumer article and the packaging for the second consumer article also have indicia. The indicia on the first packaging and the indicia on the second packaging are coordinating. The first consumer article is selected from the group consisting of disposable dishes and disposable flatware.

Description

ARRAY OF CONSUMER ARTICLES HAVING VARYING FUNCTIONALITY
FIELD OF THE INVENTION
The present invention relates to an array of consumer articles. More specifically, the present invention is directed to an array of consumer articles wherein the articles are of varying functionality (i.e., paper towels, napkins, cups, plates, and the like) wherein the articles are packaged separately, but wherein the packages exhibit a high level of coordination in terms of indicia and other promotional elements.

BACKGROUND OF THE INVENTION
Fibrous structure products are a staple of everyday life. Fibrous structure products may be used as consumer products for paper towels, toilet tissue, facial tissue, napkins, and the like. The large demand for such paper products has created a demand for improved versions of the products and the methods of their manufacture.
Consumers of such paper products are often pleased with the performance of their paper products. To try to attract consumers to different products, producers often attempt to impart new benefits into a product. For example, the use of lotions is often touted in the facial tissue in an effort to attract consumers who appreciate softness and smoothness in their product. In bathroom tissues, the use of particular fibers (such as eucalyptus) is sometimes used and touted to consumers for providing extra sofftness. In paper towels, the various embossing or converting techniques are often leveraged to provide a quilted or otherwise thick appearance to the sheet. It is well-known that providing these benefits will drive consumer demand for these products.
Many of the above-described benefits are included into a product, but sometimes are not discemable to the consumer from simple visual inspection. As a result, producers of such products often rely on clever advertising campaigns, packaging methods, sampling means, or other methods in order to direct the consumers to the benefits.
Additionally, a fibrous structure product such as a paper towel or a napkin may have an increased degree of functionality when used in combination of another product. For

2 example a paper towel may be used with a spray cleaner to provide for an effective surface cleaner. Similarly, a napkin may be used with a dish (disposable or traditional) to provide a diner with an easy way to stay neat during a meal. In fact, consumers may sometimes purchase these items at the same time with the intention of using such items together.
Consumers often purchase the products which they are accustomed to using, but may not choose products based on compatibility or manufacturer (i.e., Brand X paper towels and Brand Y cleaner).
Thus, there exists the need for an innovation in consumer articles packaging wherein consumers are guided to purchasing the product that will provide an optimized experience io andlor from the same manufacturer.

SUMMARY OF THE INVENTION
In one embodiment, the present invention is directed to an array of consumer articles, the array comprising: (i) a first consumer article; (ii) a second consumer article; wherein the first consumer article and the second consumer article have varying functionality; wherein the first consumer article and the second consumer article further comprise a first packaging and a second packaging, the packaging for the first consumer article and the packaging for the second consumer article further comprise indicia; wherein the indicia on the first packaging and the indicia on the second packaging are coordinating; and wherein the first consumer article is selected from the group consisting of disposable dishes and disposable flatware.
In another embodiment, the present invention is directed to an array of consumer articles, the array comprising: (i) a first consumer article; (ii) a second consumer article; (iii) a third consumer article; wherein the first consumer article and the second consumer article have varying functionality; wherein the first consumer article and the second consumer article further comprise a first packaging and a second packaging, the packaging for the first consumer article and the packaging for the second consumer article further comprise indicia;
and wherein the indicia on the first packaging and the indicia on the second packaging are coordinating.

3 BRIEF DESCRIPTION OF THE DRAWINGS
While the specification concludes with claims that particularly point out and distinctly claim the present invention, it is believed that the present invention will be understood better from the following description of embodiments, taken in conjunction with the accompanying drawings, in which like reference numerals identify identical elements.

FIG. 1 is a perspective view of an embodiment of an array of packages according to the present invention.
FIG. 2 is a perspective view of an embodiment of an array of packages according to the present invention.
FIG. 3 is a perspective view of an embodiment of an array of packages according to the present invention.
FIG. 4 is an exemplary graphical representation of Paper Towel Sales for Retailer #1;
FIG. 5 is an exemplary graphical representation of Napkin Sales for Retailer #1;
FIG. 6 is an exemplary graphical representation of Paper Towel Sales for Retailer #2;
and, FIG. 7 is an exemplary graphical representation of Napkin Sales for Retailer #2.

DETAILED DESCRIPTION OF THE INVENTION
Defmitions "Consumer article", as used herein, refers to any consumable item which may be used by consumers. Nonlimiting examples of consumer articles include, but are not limited to:
cleaning articles, dining articles, health care articles, personal care articles, and fabric care articles. Nonlimiting examples of cleaning articles include, but are not limited to: paper products, paper towel products, liquid cleaners, spray cleaners, dusting implements, wet wipes, the like, and combinations thereof. Nonlimiting examples of dining articles include, but are not limited to: paper products, paper towel products, napkins, disposable dishes,

4 disposable flatware, the like, and combinations thereof. Nonlimiting examples of health care articles include, but are not limited to: paper products, facial tissues, diapers, incontinence products, ointments, lotions, vitamins, the like, and combinations thereof.
Nonlimiting examples of personal care articles include, but are not limited to: paper products, bathroom tissue, soaps, personal cleansers, shampoos, conditioners, the like, and combinations thereof.
Nonlimiting examples of fabric care articles include, but are not limited to:
fabric softeners, detergents, hangers, garment bags, the like, and combinations thereof.
"Varying functionality", as used herein, refers to consumer articles that may be intended to, or actually do, perform different functions or tasks. For example a paper towel io and a piece of disposable flatware have varying functionality. By comparison, a liquid fabric softener and a sheet fabric softener are not thought to have varying functionality. Similarly, a value paper towel (e.g., 1 ply) and a premium paper towel (e.g., 2 plies with synthetic fibers, etc.) are not thought to have varying functionality.
"Paper product", as used herein, refers to any formed, fibrous structure products, traditionally, but not necessarily, comprising cellulose fibers. In one embodiment, the paper products of the present invention include paper towel products. "Roll paper product," as used herein, refers to a paper product which may be provided in a roll format.
For example, a paper towel product which may be would around a core. In another embodiment, a paper towel product may simply be wound about an axis without a core. Non-limiting examples of paper products includes paper towels, facial tissue, bath tissue, napkins, the like, and combinations thereof.
"Fibrous structure product", as used herein, refers to products comprising paper tissue or paper towel technology in general, including, but not limited to, conventional felt-pressed or conventional wet-pressed fibrous structure product, pattern densified fibrous structure product, starch substrates, and high bulk, uncompacted fibrous structure product. Non-limiting examples of tissue-towel paper products include paper towels, facial tissue, bath tissue, table napkins, placemats, wipes, and the like.
"Disposable dishes", as used herein, refers to cups, plates, bowls, or any other vessel in which food may be served which are intended to be disposed of upon a single use.

Exemplary disposable dishes are typically low-cost and may be made from plastic, paper, or some combination thereof.
"Disposable flatware", as used herein, refers to spoons, forks, knives, or any other eating and serving utensils which are intended to be disposed of upon a single use.
s Exemplary disposable dishes are typically low-cost and may be made from plastic or some other low-cost material.
"Coordinating indicia", as used herein, refers to indicia on two or more product packages which are coordinated in terms of color scheme (i.e., red and green or blue and white for the holidays; black and orange for Halloween; green and pink for Easter), or in the to indicia itself (i.e., two packages each having the same indicia on it). In one embodiment, the coordinating indicia are non-logo and/or branding indicia. In another embodiment, the coordinating indicia are thematically based. "Thematically based", as used herein, refers to an indicium being directed to a holiday or event. Nonlimiting examples of holidays that an indicium may be thematically based on include, but are not limited to:
Halloween, is Thanksgiving, Christmas, Hanukah, Kwanzaa, Easter, the like, and combinations thereof.
Nonlimiting examples of events that an indicium may be thematically based on include, but are not limited to: summertime, winter, fall, spring, graduation, birthdays, baby showers, the like, and combinations thereof.
"Fibrous structure", as used herein, means an arrangement of fibers produced in any 20 papermaking machine known in the art to create a ply of paper. "Fiber"
means an elongate particulate having an apparent length greatly exceeding its apparent width.
More specifically, and as used herein, fiber refers to such fibers suitable for a papermaking process.
The present invention contemplates the use of a variety of paper making fibers, such as, natural fibers, synthetic fibers, as well as any other suitable fibers, starches, and 25 combinations thereof. Paper making fibers useful in the present invention include cellulosic fibers commonly known as wood pulp fibers. Applicable wood pulps include chemical puips, such as Kraft, sulfite and sulfate pulps; mechanical pulps including groundwood, theYmomechanical pulp; chemithermomechanical pulp; chemically modified pulps, and the like. Chemical pulps, however, may be preferred in tissue towel embodiments since they are 3o known to those of skill in the art to impart a superior tactical sense of softness to tissue sheets made therefrom. Pulps derived from deciduous trees (hardwood) and/or coniferous trees (softwood) can be utilized herein. Such hardwood and softwood fibers can be blended or deposited in layers to provide a stratified web. Exemplary layering embodiments and processes of layering are disclosed in U.S. Pat. Nos. 3,994,771 and 4,300,981.
Additionally, s fibers derived from non-wood pulp such as cotton linters, bagesse, and the like, can be used.
Additionally, fibers derived from recycled paper, which may contain any or all of the pulp categories listed above, as well as other non-fibrous materials such as fillers and adhesives used to manufacture the original paper product may be used in the present web.
In addition, fibers and/or filaments made from polymers, specifically hydroxyl polymers, may be used in to the present invention. Non-limiting examples of suitable hydroxyl polymers include polyvinyl alcohol, starch, starch derivatives, chitosan, chitosan derivatives, cellulose derivatives, gums, arabinans, galactans, and combinations thereof.
Additionally, other synthetic fibers such as rayon, lyocel, polyester, polyethylene, and polypropylene fibers can be used within the scope of the present invention. Further, such fibers may be latex bonded.
15 Other materials are also intended to be within the scope of the present invention as long as they do not interfere or counter act any advantage presented by the instant invention.
In addition to the fibers described in the "fibrous structure" section supra, synthetic fibers useful to produce the present invention. Synthetic fibers include any material, such as, but not limited to, those selected from the group consisting of polyesters, polypropylenes, 20 polyethylenes, polyethers, polyamides, polyhydroxyalkanoates, polysaccharides, and combinations thereof. The synthetic fiber may comprise a polymer. The polymer may be any material, such as, but not limited to, those materials selected from the group consisting of polyesters, polyamides, polyhydroxyalkanoates, polysaccharides and combinations thereof.
More specifically, the material of the polymer segment may be selected from the group 25 consisting of poly(ethylene terephthalate), poly(butylene terephthalate), poly(1,4-cyclohexylenedimethylene terephthalate), isophthalic acid copolymers (e.g., terephthalate cyclohexylene-dimethylene isophthalate copolymer), ethylene glycol copolymers (e.g., ethylene terephthalate cyclohexylene-dimethylene copolymer), polycaprolactone, poly(hydroxyl ether ester), poly(hydroxyl ether amide), polyesteramide, poly(lactic acid), 30 polyhydroxybutyrate, and combinations thereof.

Further, the synthetic fibers can be a single component (i.e., single synthetic material or mixture makes up entire fiber), bi-component (i.e., the fiber is divided into regions, the regions including two or more different synthetic materials or mixtures thereof and may include co-extruded fibers) and combinations thereof. It is also possible to use bicomponent fibers, or simply bicomponent or sheath polymers. Nonlimiting examples suitable bicomponent fibers are fibers made of copolymers of polyester (polyethylene terephthalate)/polyester (polyethylene terephthalate) (otherwise known as "CoPET/PET"
fibers), which are commercially available from Fiber Innovation Technology, Inc., Johnson City, TN.
These bicomponent fibers can be used as a component fiber of the structure, and/or they may be present to act as a binder for the other fibers present. Any or all of the synthetic fibers may be treated before, during, or after the process of the present invention to change any desired properties of the fibers. For example, in certain embodiments, it may be desirable to treat the synthetic fibers before or during the papermaking process to make them more hydrophilic, more wettable, etc.

Multicomponent and/or synthetic fibers are further described in U.S. Pat. Nos.
6,746,766 and 6,890,872; U.S. Pat. Pub. Nos. 2003/0077444A1, 2003/0168912A1, 2003/0092343A1, 2002/0168518A1, 2005/0079785A1, 2005/0026529A1, 2004/0154768A1, 2004/0154767, 2004/0154769A1, 2004/0157524A1, and 2005/0201965A1.
"Basis Weight", as used herein, is the weight per unit area of a sample reported in lbs/3000 ft2 or g/m2.

Array The so-called "end cap" area on retail shelves is the area which faces consumers as the consumer travels down a main pathway through the retail location (i.e., the pathways perpendicular to the aisles wherein the majority of products are kept).
Retailers often use the end cap area to provide for the promotion of new or popular products, but sometimes may use the end cap to provide for cross-promotion of different products, or products which may have some sort of cross-functionality. For example, a retailer may provide an end cap having all the elements to make a Thanksgiving dinner, or a retailer may provide an end cap having dish liquid and sponges in order to induce a consumer to purchase both of the items.
Many producers of consumer articles are eager to take advantage of such cross-promotion. However, end cap space is very limited and the use of such space is often left to the discretion of the retailers. One issue that arises is that such an end cap space will simply remind a consumer that they need to purchase one item to be used with another.
It is sometimes the case that when this occurs, a consumer will choose one of the items in that end cap display (for example, a bottle of dish liquid), but then continue down the aisle and purchase a pack of sponges of a brand which may cost less or which the consumer may be accustomed. Similarly, retailers may sometimes choose to display articles which may be used together, but which are made by different manufacturers on an end cap display. This may lead consumers to purchase the items due to their complementary nature, but this is not the optimal outcome for the producers, as their products were actually used to market a competitor's product.
It is surprisingly discovered that by providing an array (i.e., two or more consumer articles having varying functionality) which are packaged such that the packaging contains coordinating indicia, retailers are more likely to locate those items on the same end cap and consumers are more likely to purchase the consumer articles which are packaged to have the complimentary indicia rather than "mixing and matching" different articles together. Even more surprisingly, it is noticed that the sale of one article which is sold having the coordinating indicia may drive further sales of that article.
For example, FIG. 4 shows sales data of paper towel sales over a period of time from JFM (January-February-March) 2006 through JAS (July-August-September) 2008 for a major retailer (Retailer #1). FIG. 4 includes data for total paper towel sales, total Bounty brand (The Procter & Gamble Company, Cincinnati, OH) sales (printed SKUs having indicia on the packaging and SKUs having no indicia on the packaging), and Bounty brand sales having indicia on the packaging. FIG. 5 shows sales data of napkins over the same period of time - JFM (January-February-March) 2006 through JAS (July-August-September) for the same major retailer (Retailer #1). FIG. 5 includes data for total napkins sales and data for Bounty brand napkins. The Bounty brand napkins packaging includes indicia, but coordinating indicia with Bounty paper towel packages is not introduced until AMJ 2008.
One of skill in the art will appreciate that there is a significant increase in the sales of Bounty* brand napkins having the coordinating indicia - especially important as during that same time, there is a relatively low number of total napkins sales at Retailer #1.
For example, FIG. 6 shows sales data of paper towel sales over a period of time from JFM (January-February-March) 2006 through JAS (July-August-September) 2008 for a major retailer (Retailer #2). FIG. 6 includes data for total paper towel sales, total Bounty brand sales (printed SKUs having indicia on the packaging and SKUs having no indicia on the packaging), and Bounty brand sales having indicia on the packaging. FIG.
7 shows io sales data of napkins over the same period of time - JFM (January-February-March) 2006 through JAS (July-August-September) 2008 - for the same major retailer (Retailer #1). FIG.
7 includes data for total napkins sales and data for Bounty brand napkins.
The Bounty brand napkins packaging includes indicia, but coordinating indicia with Bounty paper towel packages is not introduced until AMJ 2008. One of skill in the art will appreciate that there is a significant increase in the sales of Bounty brand napkins having the coordinating indicia - especially important as during that same time, there is a relatively low number of total napkins sales at Retailer #1. Napkins sales data at Retailer #2 shows the extremely high spike in sales of napkins having coordinating indicia at the time that coordinating indicia is introduced in OND 2007.
FIG. 1 shows a perspective view of an exemplary array 10 of consumer articles.
In the exemplary embodiment shown in FIG. 1, the consumer articles are dining articles and the exemplary dining articles have varying functionality. Further, in FIG. 1 there is a first consumer article lla and a second consumer article I lb. For example, the first consumer article 1Ia may be a napkin and the second article 1lb may be a disposable dish. The first and second articles l la, Ilb are provided in packaging 15a, 15b wherein the packaging 15 comprises one or more indicia 20. In one embodiment, the indicia 20 are coordinating indicia. In some embodiments, the articles are not produced under the same brand. In other embodiments, the articles are produced under the same brand.
FIG. 2 shows a perspective view of an exemplary view of the packaging 15a, 15b for the articles of FIG. 1(l la, 1 Ib) packaging wherein the packaging 15a, 15b have coordinating indicia. In the embodiment shown in FIG. 2, the indicia are substantially similar. In other embodiments, the indicia 20 are identical. For example, the indicia 20 are of the same visual representation - in this case stars - but one of skill in the art will appreciate that the snowflakes may not necessarily have to be identical, but may merely be snowflakes. For

5 example, indicia 20, such as stars, need not be identical, but may simply have a similar art style, color scheme, and the like, to be considered substantially similar. A
specific nonlimiting example is that both packages 15a, 15b have the same color. In some embodiments, the indicia 20 on the packaging 15a, 15b of the first article 11a are not of the same scale and/or rotational alignment as the indicia 20 on the second article.
10 FIG. 3 shows a perspective view of an exemplary array 10 of consumer articles. In the exemplary embodiment shown in FIG. 1, the consumer articles are dining articles and the exemplary dining articles have varying functionality. Further, in FIG. 1 there is a first consumer article I la, a second consumer article 1 ib, and a third consumer article l lc. For example, the first consumer article 11 a may be a napkin, the second article 11 b may be a is disposable dish, and the third article l lc may be another disposable dish.
The three articles l la, 1 ib, l lc are provided in packaging 15a, 15b, 15c wherein the packaging 15a, 15b, 15c comprises one or more coordinating indicia 20.
In the embodiment shown in FIG. 3 the indicia 20 are located at similar positions on their respective packages 15., However, one of skill in the art will appreciate that the indicia 2o 20 may be located on any portion of the packages 15a, 15b, 15c so long as the indicia 20 coordinate between packages 15a, 15b, 15c for the different consumer articles.
It is contemplated that in some embodiments, the array of articles are positioned next to, relatively near to each other, or on the same display space. In other embodiments, the articles may be separated by one or more articles having non-coordinating indicia on the 25 packaging.
It is further contemplated that the packages may be any size that is suitable for the intended purpose. In some embodiments, the packages are the same shape and/or size. In other embodiments, the packages are different shapes and/or sizes.
Citation of any publication, patent application, and issued patent is not an admission 3o regarding any determination as to its availability as prior art to the claimed invention.

"Comprising," as used herein, means the term "comprising" and can include "consisting of' and "consisting essentially of."
The dimensions and values disclosed herein are not to be understood as being strictly limited to the exact numerical values recited. Instead, unless otherwise specified, each such dimension is intended to mean both the recited value and a functionally equivalent range surrounding that value. For example, a dimension disclosed as "40 mm" is intended to mean "about 40 mm."
The citation of any document is not an admission that it is prior art with respect to any invention disclosed or claimed herein or that it alone, or in any combination with any to other reference or references, teaches, suggests or discloses any such invention. Further, to the extent that any meaning or definition of a term in this document conflicts with any meaning or definition of the same term in a document cited herein, the meaning or definition assigned to that term in this document shall govern.
While particular embodiments of the present invention have been illustrated and described, it would be obvious to those skilled in the art that various other changes and modifications can be made without departing from the spirit and scope of the invention. It is therefore intended to cover in the appended claims all such changes and modifications that are within the scope of this invention.

Claims

What Is Claimed:

1. An array of consumer articles, the array comprising:
(i) a first consumer article;
(ii) a second consumer article;
wherein the first consumer article and the second consumer article have varying functionality;
wherein the first consumer article and the second consumer article further comprise a first packaging and a second packaging, the packaging for the first consumer article and the packaging for the second consumer article further comprise indicia;
wherein the indicia on the first packaging and the indicia on the second packaging are coordinating; and wherein the first consumer article is selected from the group consisting of:
disposable dishes and disposable flatware.

2. The array of consumer articles according to claim 1 wherein the second consumer article is selected from the group consisting of: cleaning articles, dining articles, health care articles, personal care articles, and fabric care articles.

3. The array of consumer articles according to claim 2 wherein the second consumer article is selected from the group consisting of: paper towels and napkins.

4. The array of consumer articles according to claim 1 wherein the coordinating indicia are non-logo indicia.

5. The array of consumer articles according to claim 4 wherein the coordinating indicia are thematically based.

6. The array of consumer articles according to claim 4 wherein the coordinating indicia comprise a coordinating color scheme.

7. The array of consumer articles according to claim 4 wherein the coordinating indicia are of the same visual representation.

8. The array of consumer articles according to claim 4 wherein the coordinating indicia are of the same scale.

9. The array of consumer articles according to claim 4 wherein the coordinating indicia are of the same rotational alignment.

10. An array of consumer articles, the array comprising:
(i) a first consumer article;
(ii) a second consumer article;
(iii) a third consumer article;
wherein the first consumer article and the second consumer article have varying functionality;
wherein the first consumer article and the second consumer article further comprise a first packaging and a second packaging, the packaging for the first consumer article and the packaging for the second consumer article further comprise indicia;
and wherein the indicia on the first packaging and the indicia on the second packaging are coordinating.

11. The array of consumer articles according to claim 10 wherein the first consumer article is selected from the group consisting of cleaning articles, dining articles, health care articles, personal care articles, and fabric care articles.

12. The array of consumer articles according to claim 11 wherein the second consumer article is selected from the group consisting of: cleaning articles, dining articles, health care articles, personal care articles, and fabric care articles.

13. The array of consumer articles according to claim 12 wherein the first consumer article is selected from the group consisting of: paper towels and napkins.

14. The array of consumer articles according to claim 13 wherein the second consumer article is selected from the group consisting of disposable dishes and disposable flatware.

15. The array of consumer articles according to claim 10 wherein the coordinating indicia are non-logo indicia.

16. The array of consumer articles according to claim 15 wherein the coordinating indicia are thematically based.

17. The array of consumer articles according to claim 15 wherein the coordinating indicia comprise a coordinating color scheme.

18. The array of consumer articles according to claim 15 wherein the coordinating indicia are of the same visual representation.

19. The array of consumer articles according to claim 15 wherein the coordinating indicia are of the same scale.

20. The array of consumer articles according to claim 15 wherein the coordinating indicia are of the same rotational alignment.