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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

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