Packaging becomes the product

By: Zeller Plastik Malaysia Sdn Bhd  19-06-2008
Keywords: Plastic Products, Plastic Packaging, Cap / Closure Customised

Reckitt Benckiser is a leading consumer goods company serving markets all over the world with an array of household, health beauty, and food products. Reckitt Benckiser went beyond usual packaging design alterations and completely rethought the consumer’s relationship with O’Cedar fl oor polish. By melding packaging and product functionality in a triangular bottle that can be used as a floor mop, Reckitt Benckiser is offering greater convenience to consumers and is redefi ning how floor polish is purchased and used by consumers. The team at Reckitt Benckiser worked with Zeller Plastik Germany and Zeller Plastik Poland to create a triangular plastic bottle containing the product during transportation and at point of sale. When the consumer uses the product at home, the bottle, which also features an integrated valve and sponge foam, can be fastened to a standard broom handle and used as a fl oor mop. By offering consumers this new way of using O’Cedar, Reckitt Benckiser are extending the brand experience to all aspects of how it is used around the house as it offers greater convenience but it also builds a stronger relationship with consumers. The package answers a combination of trends in the marketplace. Consumers are increasingly looking for greater convenience, cleanliness, and disposability as well as ways to simplify household storage. The O’Cedar Cireuse Express all-in-one package is able to answer this combination of needs by containing and controlling the product during use and minimizing contact with consumers’ hands. It also reduces storage for sponge mops and cloths and enhances product results by ensuring that the applicator is always fresh. Constant innovation is key to the success of Reckitt Benckiser’s brands worldwide. The leading consumer goods company continues to work with partners like GCS to bring together packaging and product innovation so that they work in tandem.

Keywords: Cap / Closure Customised, Plastic Packaging, Plastic Products,

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