To support the growth of the on-the-go lifestyle of its consumers, Kimberly-Clark Australia has launched a range of cylindrical Kleenex Tubes.
“Our marketers were saying consumer lifestyles are becoming busier and they're spending less time at home," Frank Bova, Kimberly-Clark packaging manger of South Asia, told Packaging. "Kimberly-Clark wanted to tap into this trend.”
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An important aspect of packaging design is to ensure the product can be easily loaded onto the supermarket shelves.
Bova said the Kleenex Tubes have been designed to fit into a standard-size-car cup-holder. Available in four eye-catching designs, the non-crushable shape has taken on the form of a standard Pringles chip canister. The body is made using carton board, which is supported by a tin-free stainless-steel bottom.
"It was a matter of getting and finding the right diameter while the actual designs on the tubes are a marketing gear," he said.
Also, as part of Kimberly-Clark's release of the Kleenex Tubes, the company has developed shelf-ready shippers.
According to Bova, an important aspect of packaging design is to ensure the product can be easily loaded onto the supermarket shelves. The shelf-ready shippers are fold-up trays where its half-slotted-container (HSC)-style lid can be attached and detached from the tray through two tabs without the need for glue or tape.
"Shelf-ready shippers are all about taking costs out of the product's journey and getting high-speed, efficient shelf-loading," he said.
Bova said that Kimberly-Clark Australia will continue to conduct ongoing market research to find more products that would meet market demands.
"At this stage, marketing just needs to see if the product is going to work in the marketplace and then make decisions further from there."
Kimberly-Clark
www.kca.com.au
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