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J&J’s approach to packaging for millennials

Like packaging professionals everywhere these days, the team at Johnson & Johnson Consumer Inc. understands that designing packaging for millennials requires a certain touch.

Designing this bottle presented a big challenge for the brand in terms of equity.
Designing this bottle presented a big challenge for the brand in terms of equity.

The JJCI team showed a deft touch indeed with two product launches in 2018: Listerine Nightly Reset, which is technically more of a line extension than a launch, and C&C by Clean & Clear.

Nightly Reset is a new anticavity fluoride mouthwash that is aimed squarely at millennials. “Focused as it is on a different target than original Listerine, it presented a big design challenge for the brand in terms of equity,” says Miguel Herrera, Global Package Development Director for North America Consumer and Global Oral and Wound Care for JJCI. “With Nightly Reset we needed a different look, something that would appeal to millennials. So we designed a second equity, so to speak.”

Sure enough, some of the original iconic design is echoed in the pinch-waist shape of the Nightly Reset bottle, which is injection-stretch-blow-molded PET just as original Listerine is. But even though the word “Listerine” in its time-tested typeface is dominant in position and size, the overall appearance of this container is dramatically different.

Not different, however, is the cap. “We use the same cap as you’ll see on original Listerine,” says Rafal Hrymoc, Global Package Development Director for Beauty Packaging and Innovation at JJCI. “It’s a matter of leveraging what we could—the engineering, the injection molding machinery, the molds—in an effort to keep costs in line and to retain some of that iconic brand positioning. Yet the container is boldly different than that of original Listerine.”

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