US20080230424A1

US20080230424A1 - System for communicating benefits of a product and/or product array

Info

Publication number: US20080230424A1
Application number: US12/077,500
Authority: US
Inventors: Nalini Chawla; Richard Michael Harper
Original assignee: Procter and Gamble Co
Current assignee: Procter and Gamble Co
Priority date: 2007-03-20
Filing date: 2008-03-19
Publication date: 2008-09-25

Abstract

Systems for communicating benefits of a product and/or a product array to consumers comprise product(s) having a number of claimed benefits releasably contained in a package(s). At least a portion of the package is shaped like the integer representing the number of claimed benefits and the package has at least one label comprising indicia of the number of claimed benefits.

Description

CROSS-REFERENCE TO RELATED APPLICATIONS

This application claims priority to U.S. Provisional Patent Application No. 60/919,113, filed Mar. 20, 2007.

FIELD OF THE INVENTION

The present invention relates to a system comprising one or more products having a number of claimed benefits. The number of claimed benefits is conveyed to the consumer through the shape of at least a portion of the package containing the product in conjunction with indicia on the package label. The invention further relates to a system for communicating the claimed benefits of a product array to the consumer using like means.

BACKGROUND OF THE INVENTION

The commercial success of a product may be dependent, at least in part, upon the manner in which it is displayed at the point of purchase. Consequently, it has long been the goal of manufacturers, retailers and advertisers to provide eye-catching packaging for containing and/or displaying products on retail shelves. Such eye-catching packaging may further provide for a means of educating the consumer as to the product's source (via branding, for example) as well as the product's intended use. Additionally, the packaging may be designed to have physical features that provide consumers with a pleasant, distinct, and memorable experience while the product is being used. Thus the physical features of a package may provide benefits both in and out of the store.
When approaching a retail display full of products, a consumer may take a “first look” at the most prominent feature(s) of the packages located therein. For example, the color and/or shape of the packages as well as any large type and/or logos may be readily apparent. When closer to the display, the consumer may take a “second look” at further printing, i.e. labeling, on the packaging. This print may provide the consumer with further information about the product, such as its size, intended use and the like. Importantly, the print may educate the consumer as to reasons why the product is superior to competing products. In some instances, this may be communicated by listing the number and/or types of benefits of using the product contained in the package. In addition, or in the alternative, the print may indicate that the product is one of an array that can be used synergistically.
Based upon the foregoing, it may be necessary for a consumer to take a “second look” at a product before he or she is exposed to all of the information that is intended to be conveyed by the product's packaging and labeling. The chances of this happening may be diminished when the product is sitting in crowded retail display among a sea of other products within the same product category. Consequently, a consumer may not recognize that a particular product provides a number of desirable benefits.
To address this problem, it is desirable to provide a system for communicating the number of benefits a product has without requiring the consumer to take a “second look” at its labeling. It may further be desirable if such a system has physical features that provide consumers with a pleasant, distinct, and memorable experience while the product is being used. Moreover, it is desirable to provide a system whereby it is readily apparent upon a “first look” at a retail display that two or more products within a general category are part of a product array, regardless of their physical proximity to each other. Such a product array could optionally comprise products that when used together provide increased efficacy as compared to the use of only one of the products.

SUMMARY OF THE INVENTION

The present invention addresses the aforementioned problems by providing systems for readily communicating benefits of a product to consumers. In some embodiments, the system comprises a product having a number of claimed benefits, wherein the number of benefits is an integer selected from 2 to 14. The product is contained in a package, at least a portion of which is shaped like the integer. Non-limiting examples of useful portions of the package include it's: body, handle, cap, label and combinations thereof. The package also has at least one label comprising indicia of the number of claimed benefits. Non-limiting examples of useful indicia include: words, phrases, names, icons, logos, numerals, shapes, figures, photos, symbols, designs, patterns, outlines and combinations thereof.
In some embodiments, the systems of the present invention are product arrays comprising more than one product. For example, such systems may comprise a first product, a second product and optionally additional product(s). Each product has a number of claimed benefits, wherein the number of benefits is an integer selected from 2 to 14, and is contained in a package at least a portion of which is shaped like the integer. Each package also has at least one label comprising indicia of the number of claimed benefits. Non-limiting examples of useful indicia include: words, phrases, names, icons, logos, numerals, shapes, figures, photos, symbols, designs, patterns, outlines and combinations thereof.
In some embodiments of the present invention, the systems comprise products which are useful for fabric care. Non-limiting examples of such products include: solid laundry detergents; liquid laundry detergents; light duty detergents; unit dose laundry detergents; bleaching compositions; dryer sheets; fabric softening compositions; pre-treatment compositions; pre-treatment devices; dye trapping sheets; fabric refreshing compositions; and combinations thereof. In some embodiments, the systems may comprise an array of products, wherein the efficacy of the products is increased when they are used together as compared to when used individually.
These and other embodiments, aspects, and advantages are encompassed within the present invention, and will become better understood with regard to the following description, figures and claims.

BRIEF DESCRIPTION OF THE DRAWINGS

The accompanying figures show non-limiting embodiments of improved packages incorporating various aspects of the present invention.

FIG. 1 is a view of one embodiment of the present invention in which the handle and label of the package combine to form a shape like the number 2.

FIG. 2 is a view of one embodiment of the present invention in which the handle of the package has a shape like the number 3.

FIG. 3 is a view of one embodiment of the present invention in which the label and window of the package combine to form a shape like the number 4.

FIG. 4 is a view of one embodiment of the present invention in which the window in the package forms a shape like the number 5.

FIG. 5 is a view of one embodiment of the present invention in which the contouring, handle and label of the package combine to form a shape like the number 6.

FIG. 6 is a view of one embodiment of the present invention in which the handle of the package has a shape like the number 7.

FIG. 7 is a view of one embodiment of the present invention in which the handle and label of the package form a shape like the number 8.

FIG. 8 is a view of one embodiment of the present invention in which the handle and label of the package form a shape like the number 9.

FIG. 9 is a view of one embodiment of the present invention in which a portion of the package lid forms a shape like the number 10.

FIG. 10 is a view of one embodiment of the present invention in which the handle of the package has a shape like the number 11.

FIG. 11 is a view of one embodiment of the present invention in which the contouring, handle and label of the package combine to form a shape like the number 12.

FIG. 12 is a view of one embodiment of the present invention wherein a secondary package has a window shaped like the number 13.

FIG. 13 is a view of one embodiment of the present invention in which the labels and window of the package provide the front of the package with a shape like the number 14.

FIG. 14 is a view of one embodiment of the present invention comprising an array of packages, each package in turn comprising a shape like the integer 7.

FIG. 15 is a view of another embodiment of the present invention comprising an array of packages, each package in turn is shaped like a different integer.

FIG. 16 is a view of another embodiment of the present invention comprising an array of packages, comprising complimentary outer surface-contours, which are mutually engagable in intimate contact with one another.

DETAILED DESCRIPTION OF THE INVENTION

“Claimed benefit” as used herein refers any communication concerning the advantages provided by a product and/or its performance. The communication may take any suitable form; non-limiting examples include slogans, narratives, words, phrases, names, icons, logos, numerals, shapes, figures, photos, symbols, designs, patterns and combinations thereof. Such communications may be subject to trademark or copyright protection. “Claimed benefits” are discussed in further detail infra.
“Indicia” as used herein, relates to markings which may be used to communicate the integer representing the number of claimed benefits. “Indicia” may take any suitable form including, but not limited to: words, phrases, names, icons, logos, numerals, shapes, figures, photos, symbols, designs, patterns, outlines and combinations thereof.
“Package” as used herein refers to primary packaging, secondary packaging, and combinations thereof.
“Releasably contained” as used herein refers to holding and/or being connected to. In some embodiments, a product that is “releasably contained” by a package may be surrounded by the package, such as a liquid is in a bottle. In other embodiments, a product that is “releasably contained” by a package is only partially surrounded by the package. In other embodiments, a product that is “releasably contained” by a package is connected to the package via an appropriate means, such as via adhesive for example.
“Shaped like an integer” as used herein refers to having a spatial form or contour that is identifiable as a numeral, i.e. the symbol or group of symbols which represents a number. The numeral may be from any system, ideally from one recognized by the consumer. Non-limiting examples of systems typically recognized by consumers in North America and Western Europe include the Roman and Western Arabic numeral systems. For example, the numerals “7” and “VII” are typically recognized by such consumers as representing the number seven. The terms “integer” and “number” are used interchangeably herein.
“Portion of a package” as used herein refers to any two-dimensional (“2D”) or three dimensional (“3D”) structures forming the whole or part of a package. Non-limiting examples of 2D structure include labels, cut-outs and windows. Non-limiting examples of 3D structures include the body, handle, cap, and spout of a package as well as any contouring or texturing of the package. The body refers to the main, central or principal part of the package that is distinguished from minor parts in a number of ways including, but not limited to, size, mass, volume and the like.
“Product array” and “line-up” as used interchangeably herein refers to products which are typically used alone or together for a common purpose. Non-limiting examples of such common purposes include “fabric care”, “home care”, “beauty care” and “health care”. Typical products in a “fabric care” product array may include detergent, fabric enhancer, anti-static sprays, and the like. Typical products in a “home care” product array may include hard surface cleaners, multi-surface cleaners, cleansers, rubber gloves, sponges and the like. Typical products in a “beauty care” product array may include shampoos, conditioners, make-up, lotions and the like. Typical products in a “health care” array may include toothpastes, mouthwashes, toothbrushes, soaps and the like. In some embodiments, the product arrays may comprise products the combined use of which may result in increased efficacy as compared to use of one of the products alone.
“Label” as used herein refers to matter accompanying a package to furnish identification or other information. Non-limiting examples of labels of use in the present invention include a paper, plastic, cloth or other like material onto which the matter is placed via any suitable means. In some embodiments, the label is contiguous with, i.e. is a part of, the package. Non-limiting means of placing matter on a label include writing, printing, embossing, de-bossing and the like.
The articles “a”, “an” and “the” as used herein mean “one or more”, unless otherwise indicated.
“Comprising” as used herein means that other steps and other ingredients which do not affect the end result can be added. This term encompasses the terms “consisting of” and “consisting essentially of”. The compositions and methods/processes of the present invention can comprise, consist of, and consist essentially of the essential elements and limitations of the invention described herein, as well as any of the additional or optional ingredients, components, steps, or limitations described herein.
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 present invention relates to improvements in the packaging of products. Referring to FIGS. 1-13, systems 1000 of the present invention provide prominent means for communicating to the consumer the number of claimed benefits possessed by a product. The product 1 is releasably contained in a package 100, a portion of which is shaped like an integer representing the number of benefits possessed by the product. The number of benefits is also indicated on the package's label 200 and optionally provides details regarding the benefits. Consequently, the system may provide the consumer with information regarding the number of benefits of a product before the consumer is close enough to read the print on the label. Thus the information is available to the consumer at his or her “first look” at a retail display. Catching the eye of a consumer in this way may be particularly advantageous when the product is sitting on a crowded store shelf among products without these unique physical characteristics.
Referring to FIGS. 14 and 15, the invention further relates to a system for communicating the benefits of a product array 2000 to the consumer using like means. Each product (not shown) in the array 2000 may be releasably contained in a package 100 that is shaped like the integer representing the number of claimed benefits of the product. In some embodiments, the number for each product may be the same as shown in FIG. 14, whereas in other embodiments, they may be different as shown in FIG. 15. In some embodiments, the packages 100 releasably containing products that form the array 2000 may be located proximate to each other in a retail display as seen in FIG. 14. In some embodiments, the products may be located distal to each other as seen in FIG. 15. These systems advantageously allow a consumer to quickly determine at “first look” the products that form the array. This may be the case regardless of whether the products are in located in close proximity to one another, or located distal to each other.
In some embodiments, the packages may additionally comprise outer surface contours 600 that are complementary such that they are mutually engagable in intimate contact with one another as shown in FIG. 16. These embodiments provide further cues to the consumer that the products form an array. Optionally, the efficacy of the products in the array are increased when the products are used together when compared to using only one of the products.
The systems of the present invention comprise elements that are described in further detail as follows:

Product

The present systems may comprise any suitable product, which may be intended for use alone, in a product array or both. Suitable products may be of use for any general purpose. Non-limiting examples of such purposes include for fabric care, home care, automotive care, beauty care, health care and combinations thereof.
As used herein, “fabric care” products refer in the broadest sense to any product that is of use in laundering and/or treating fabric articles. Laundering may include home laundering, dry cleaning, commercial laundering and the like. Non-limiting examples of fabric care products include: solid laundry detergents (including, but not limited to those comprising granules, crystals, tablets, powders, pastes, and the like); liquid laundry detergent (including, but not limited to liquids, gels, liquid-gels and the like); light duty detergents; unit dose laundry detergents; bleaching compositions; dryer sheets; fabric softening compositions; pretreater compositions; pre-treatment devices; dye trapping sheets; fabric refreshing compositions; fabric enhancers; and combinations thereof.
Non-limiting examples of other products of use in the present systems include: paper towels; toilet tissue; facial tissue; paper plates; paper cups; writing paper; greaseproof paper; disposable dusting sheets; wrapping paper; feminine hygiene products (including, but not limited to tampons, pads, adult incontinence products, interlabile products and the like); diapers; disposable wipes; aluminum foil; polymeric kitchen films; dish detergent; sponges; disposable plates; disposable cups; disposable tableware; scouring pads; mops; buckets; automatic dishwashing detergent compositions; automatic dishwashing rinse aids; water filters; water filter cartridges; tile cleaners; toilet cleaners; floor cleaners; automotive polish; tire cleaner; automotive air fresheners; automotive washing compositions; hand soap; body wash; razors; shaving cream; body wash; shampoo; conditioner; face wash; conditioner; toothpaste; vitamins; medicaments; deodorant; tooth brushes; makeup; nail polish; lipstick; makeup remover; batteries and the like.
In embodiments of present invention comprising product arrays, the products that form the arrays may have increased efficacy when used together as compared to using only one of the products. A non-limiting example of such an array includes laundry detergent and fabric enhancer.

Claimed Benefits

“Claimed benefit” as used herein refers any communication concerning the advantages provided by a product or its performance. The claimed benefits need not comprise an exhaustive list of all possible benefits provided by a product. But rather, they may include those which are considered most important to the consumer.
Exemplary fabric care benefits that may be “claimed benefits” include, but are not limited to: fabric cleaning; whiteness maintenance; softening; freshness; scent; static control; absorbency; color care; shape retention; fit retention; wrinkle control; providing active fiber protectives and/or conditioners; providing age defying conditioners; providing fiber enhancing conditioners; providing active color and/or shape fortifiers; providing lasting color and/or shape fortifiers; providing fiber-caress technology; providing Fiber Flex technology; providing rejuvenating and/or revitalizing proteins; providing moisturizing cleansers; chlorine defense; providing texture refiners, smootheners and/or enhancers; providing finish and/or shape protectors; providing Silicare and/or silicones; providing a dye-locking system; providing Carezyme; providing brilliance and/or radiance enhancers; providing light activating agents; providing detoxificating polymers; providing illuminating whiteners; providing stain fighters; providing cleaning boosters; and combinations thereof.
According to the systems of the present invention, the number of claimed benefits of a product may be any integer. In some embodiments, the integer is an integer selected from 2 to 14 as shown in FIGS. 1-13. In some embodiments, the integer is selected from 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13 or 14. In some embodiments, the integer is selected from 3, 7, 9, 10, 12 and 13. If the system is a product array, each product within the array may have the same or different numbers of claimed benefits, represented respectively by the same or different integers on the packaging. For example, in FIG. 14 three products in packaging, 100A, 100B and 100C, comprise an array in which each of the products has 7 claimed benefits. For example, in FIG. 15, three products in packaging, 100A′, 100B′ and 100C′, comprise an array in which each of the products has a different number of claimed benefits (7, 8 and 10 benefits, respectively).
Referring now to FIGS. 1-13, in the present systems, the number of claimed benefits of a product is indicated in at least two ways on a package. First, at least a portion of the package 100 is shaped like the integer representing the number of claimed benefits. Second, the package has at least one label 200 comprising indicia of the number of claimed benefits.
Referring now to FIGS. 2, 3, 4, 12 and 13, in some embodiments, one or more of the claimed benefits and/or general descriptors thereof may also be specifically identified on the label 200.

Package

As used herein a “package” may comprise any one layer or a combination of multiple layers including, but not limited to a primary package, a secondary package, tertiary package, etc. For example: FIG. 1 shows a bottle 100, which is a primary package releasably containing product (not shown); FIG. 12 shows a box, which is a secondary package 120, releasably containing a secondary package 110, which in turn releasably contains product (not shown).
Packages of use in the present systems may take any suitable form. Packages may be capable of standing on a flat surface (or base) and may be rigid, self-supporting or flexible, including non-self supporting. However, when a primary package is not self-supporting it may be affixed to, or be placed inside a sleeve, external package, or some other suitable type of supplemental (for example, secondary) package. The general form of the package may thus vary and can be substantially rigid, flexible or malleable, and may be selected from bottles, boxes, bags-in-boxes, bags, sachets other than unit dose sachets, pouches other than unit dose pouches, and combinations of such forms.
The process used for making a package as described above may depend on the size, shape and materials of the package being made. In embodiments in which the container is rigid, suitable manufacturing processes may be appropriately chosen by a skilled person. Such processes may include, but are not limited to: injection molding; injection-blow-molding; or extrusion-blow-molding. In embodiments in which a package is flexible and/or malleable, suitable manufacturing processes can again be selected by the skilled person. In such embodiments, a bag, sachet or large pouch may also be produced by a forming and sealing process, with the rigid neck or necks being sealed or integrated on one side of the bag, sachet or large pouch.
In the systems of the present invention, at least a portion of the package is shaped like the integer representing the number of claimed benefits. The portion of the package shaped like the integer may have a 2D structure, a 3D structure or combinations thereof. For example, in FIGS. 2, 6 and 10 portions of the packages 100 comprise 3D structures (handle(s) 300) shaped like the integers 3, 7 and 11, respectively. In further examples, portions of the packages 100 in FIGS. 3, 4, 12 and 13 comprise 2D structures (label(s) 200 and/or window(s) 500) shaped like the integers 4, 5, 13 and 14, respectively. In further examples, portions of the packages 100 in FIGS. 1 and 5, 7, 8, 9 and 11 comprise a combination of 2D (the label(s) 200) and 3D (handle(s) 300 and/or embossment(s) 700) structures shaped like the integers 2, 6, 8, 9, 10 and 12, respectively.
In embodiments of the present invention comprising product arrays, the packages of the array may comprise portions shaped like the same or different integers. In some embodiments, the packages may further comprise complimentary outer surface contours such that the packages are mutually engagable in intimate contact with each other. Packaging of the present invention may be mutually engagable by a means selected from the group of interlocking, nesting, mating, co-operative assembly, connection, and a complimentary outer surface reflected along a straight line to form a third geometry or third shape. As used herein, “interlocking” describes a connection between two or more products wherein at least two products are locked together, for instance, via a tongue and groove. As used herein, “connection” describes a connection between two or more products other than locking the at least two products together, for instance, bonding. As used herein, “nesting” “mating” or “co-operative assembly” describes the interaction between two or more products wherein at least two products are in simple contact with each other such that the shape of one product conforms to the shape of the other product, for instance, hand in glove or spoon in spoon. FIG. 16 shows a product array 2000 with packages having surface contours 600 that are mutually engagable in intimate contact with each other. Further examples of packages that that are mutually engagable in intimate contact with each other may be found in co-pending U.S. patent application Ser. No. 11/591,115 (U.S. Publication Number 2007/0100657A1).
In some embodiments of arrays comprising synergistic packages, the products contained therein may have increased efficacy when used together as compared to using only one of the products.
All documents cited in the Detailed Description of the Invention are, in relevant part, incorporated herein by reference; the citation of any document is not to be construed as an admission that it is prior art with respect to the present invention. 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 incorporated by reference, 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

1. A system for communicating benefits of a product to a consumer, wherein:

a) said product has a number of claimed benefits, wherein said number is an integer selected from 2 to 14;

b) said product is releasably contained in a package:

c) at least a portion of said package is shaped like said integer; and

d) said package has at least one label comprising indicia of said number of claimed benefits.

2. The system of claim 1, wherein said product is a fabric care product.

3. The system of claim 2, wherein said product is a fabric care product selected from: solid laundry detergents; liquid laundry detergents; light duty detergents; unit dose laundry detergents; bleaching compositions; dryer sheets; fabric softening compositions; pretreater compositions; pre-treatment devices; dye trapping sheets; fabric refreshing compositions; and combinations thereof.

4. The system of claim 1, wherein said at least one portion of said package is a handle and said number of claimed benefits is an integer selected from 3, 7, 9, 10, 12 and 13.

5. The system of claim 2, wherein said claimed benefits are fabric care benefits.

6. The system of claim 5, wherein said package is a bottle.

7. The system of claim 6, wherein said at least one portion of said package is selected from said package's: body; handle; cap; label; and combinations thereof.

8. A system for communicating benefits of a product array to a consumer, said array comprising a first product and a second product, wherein:

(a) said first product:

i. has a first number of claimed benefits, wherein said first number is a first integer selected from 2 to 14;

ii. is releasably contained in a first package, wherein at least a portion of said first package is shaped like said first integer; and

iii. said package has at least one label comprising indicia of said first number of claimed benefits;

(b) said second product:

i. has a second number of claimed benefits, wherein said second number is a second integer selected from 2 to 14;

ii. is releasably contained in a second package, wherein at least a portion of said second package is shaped like said second integer; and

iii. said package has at least one label comprising indicia of said second number of claimed benefits.

9. The system of claim 8, wherein said first and second products are fabric care products selected from: solid laundry detergents; liquid laundry detergents; light duty detergents; unit dose laundry detergents; bleaching compositions; dryer sheets; fabric softening compositions;

pretreater compositions; pre-treatment devices; dye trapping sheets; fabric refreshing compositions; and combinations thereof.

10. The system of claim 9, wherein said claimed benefits are fabric care benefits.

11. The system of claim 9, wherein said first product is a laundry detergent and said second product is a fabric enhancer.

12. The system of claim 9, wherein the efficacy of said first product and said second product is increased when said products are used together when compared to using only one of said products.

13. The system of claim 8, wherein said first package is a bottle and said second package is a bottle.

14. The system of claim 8, wherein said first integer and said second integer are the same.

15. The system of claim 8, wherein said first package and said second package each comprise complimentary outer surface contours which are mutually engagable in intimate contact with each other.

16. The system of claim 8, further comprising a third product, wherein said third product:

(a) has a third number of claimed benefits, wherein said third number is a third integer selected from 2 to 14;

(b) is releasably contained in a third package, wherein at least a portion of said third package is shaped like said third integer; and

(c) said package has at least one label comprising indicia of said third number of claimed benefits.

17. The system of claim 16, wherein:

(a) said first, second and third products are each selected from: liquid laundry detergent, solid laundry detergent and liquid fabric enhancer; and

(b) said claimed benefits are fabric care benefits.

18. The system of claim 17, wherein said first package is a bottle, said second package is a bottle and said third package is a bottle.

19. The system of claim 18, wherein said at least one portion of each of said packages is selected from each of said bottles': body; handle; cap; label; and combinations thereof.

20. A system for communicating benefits of a product array to a consumer, said array comprising a first product, second product and a third product:

I. wherein:

(a) said first product:

(b) said second product:

iii. said package has at least one label comprising indicia of said second number of claimed benefits; and

(c) said third product:

i. has a third number of claimed benefits, wherein said third number is a third integer selected from 2 to 14;

ii. is releasably contained in a third package, wherein at least a portion of said third package is shaped like said third integer; and

iii. said package has at least one label comprising indicia of said third number of claimed benefits; and

II. further wherein:

(a) said first, second and third products are each selected from: liquid laundry detergent, solid laundry detergent and liquid fabric enhancer;

(b) said claimed benefits are fabric care benefits; and

(c) said first, second and third integers are the same.