New Tool: PMMI ProSource
Check out our packaging and processing solutions finder, PMMI ProSource.

Paperboard box gives headache relief

When Bristol-Myers Squibb was ready to introduce a “melt-in-your-mouth” formulation of its popular Excedrin headache medication, it sought a cure for the common marketing dilemma of standing out at retail.

Pw 14263 News Excedrin

Targeting Wal-Mart, New York-based BMS wanted to create a unique promotional kit to introduce the new product to 5길 pharmacy and health-and-beauty-aids managers across the country. In the end, the company turned to New Creature, a point-of-purchase marketing company that specializes in displays and packaging for Wal-Mart’s suppliers. New Creature turned to converter Panel Prints, which suggested Forte®, a solid fiber board from MeadWestvaco Packaging Resources Group.

The box, designed to be a motivational tool and gift, was eventually packed with product literature, as well as pens, highlighters, balloons, and shelf talkers. It was designed to be sent to store personnel a few days before the product would arrive.

“We often deal with corrugated,” says Amber Savage, product manager at New Creature. “It

wasn’t an option here because we wanted a clean, smooth look without wavy flute lines.” For this 8x8½x3½” box, Panel Prints uses a 30-pt solid fiber base with a 6-pt coated top liner for printing. “We knew it would print well,” says Joe Torquato of Panel Prints, “because MeadWestvaco has a reputation for smooth, consistent print surfaces.” The 36-pt board was offset-printed in four colors.

“What’s great about this material is that it provides the strength of a micro-flute corrugated board but without the corrugating step,” Torquato says. The promotional box got a lot of attention, Savage says. “Bristol-Myers Squibb was very pleased with the results.” —AO

Discover Our Content Hub
Access Healthcare Packaging's free educational content library!
Read More
Discover Our Content Hub
Test Your Supply Chain Smarts
Take Healthcare Packaging's supply chain quiz to prove your knowledge!
Read More
Test Your Supply Chain Smarts