Some Interesting Facts About the Packing
The packing of any product — is a conversation with a consumer, which is carried out for many centuries. Experts consider that the packing and trade marks emerged in the USA. But, there are proofs that the originator of the packing was good old England in the end of XVII century.
The package was securing the drugs — elixirs, balsams and ointments. The package — is the symbol of the lifestyle of the consumer, rather than package’s content. The triumphal “course” of various packing originates from the last one third of the XI century and lasts up till now. Its first ascent was generated by the idea of the packing of not only cosmetics and medical goods, but also of many other goods. Now, it is hard to imagine that in the most of small stores in the middle of the past century flour and granulated sugar were weighed out to the consumers in a casual empties, and, for example, soap was delivered to American farms in the semi-liquid state. Such a form of commercial service of particulate goods even now is used in the most states of the world.
In 1879, Robert Gair in Brookline was able to establish the mass production of cardboard boxes. In seven years after the Gair’s invention, the “Quaker oats” company, by packing of its product in a complicated box, has found out that the product sales in small, accurate, original packing on a national scale increases its demand. In ten years, all manufacturing goods were sold in such boxes.
Especial part in the history of advertising packing took a “Coca-Cola” company’s bottle. The drink was invented by the pharmacist John Pemberton from Atlanta. In 1886 the invention had been sold as tonic preparation at 5 cents per a glass in the drug store. The drink’s bottling started in 1899 and the entrepreneur’s worrying as to the protection of his brainchild from counterfeit has arisen. Substantially, he succeeded in it due to the original bottle, known worldwide at present. In 1916, the bottle of original form was registered as a trade mark by the Patent agency of the USA.
Among the European countries in XI century, France was leading in ingenuity and uniqueness of packing. Unlike the North American mass directions, France was oriented on the daintiness and exclusivity of good’s outer “clothing”, rather than the goods themselves. For example, professional haute couture artists were interested in package and boxes decorations of ordered attire.
Ukrainian consumers became the real aesthetes and experts concerning the packing design. But there is no other way, because the producers pay great attention to the exclusiveness of packing designs of their products. Some producers even turn to the world known designers for package’s ideas. The experts of the “Rud” company prefer their own ideas for various kinds of package’s creation.
TM “Rud” time and again was awarded for packing, in which production is issued. So 2008 has brought its first awards. On the packing contest, which was carried out in the frame of the exhibition “World of Ice Cream and Cold”, the “Rud” company was awarded the golden medal for ice cream “Empire-Cherry” packing, 2 silver medals for ice cream “Fruit-berry” packing, “Sweetheart”, and also 1 silver medal for frozen mixture “Mexican” packing.
In the growing competition’s environment on the global market, as it is in Ukraine, the branding and design talent becomes an economic weapon, as to the mastering of the technique of strong brands’ creation — it is the pledge of participants’ victory of “marketing struggle”. The packing is one of such “mass destruction” weapons. Its competent and correct usage gives a possibility to reach harmony between the producer and the consumer.
It is worth to mention that one of the most known ice cream packing of TM “Rud” for Ukrainian consumers became the packing of “100% Plombir”, which the most of company’s competitors consider as an obligation to copy.
By the way, in the nearest future, the planned shift from the brand “100% Plombir” to the brand “100% Ice Cream” will be completed, but the core components of the packing will be saved. In the new season You will meet interesting design solutions, which, we are hoping, You will like.
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