Georgia-Pacific Introduces Brand Ready Packaging
ATLANTA—November 10, 2014—In continuing efforts to develop packaging that meets the needs of brands, retailers and consumers, Georgia-Pacific Corrugated (gpcorrugated.com), a manufacturer and marketer of corrugated packaging, recently introduced the launch of its latest advancement, Brand Ready Packaging (BRP).
Developed in response to the evolving needs of brand owners, consumers and retailers, Brand Ready Packaging uses a forward-thinking design process, exacting production techniques, and proprietary consumer insights to provide a packaging solution that helps communicate a brand's story by maximizing the effectiveness of in-store secondary packaging. Now launching formally, BRP has already achieved and exceeded that goal, while making the consumer shopping experience easier and actively influencing the critical in-store consumer moment of choice. According to Georgia-Pacific, focus group testing and validation efforts reported that more than 80 percent of those tested said BRP makes it easier to find products on store shelves, and four out of five reported that they prefer BRP because it is organized and easier to access. For example, nine out of 10 consumers in focus groups showed a strong preference for shopping on a shelf of BRP over a standard stocked shelf.
Key BRP differentiators include two collaborative design innovations from Georgia-Pacific's Innovation Institute, which uses a proven five-step process to guide ideation, product development and design. The first key differentiator is found in the company's Clean and Easy-Perf perforation solution, proven to strengthen the ability of the package to stand up to the supply chain and bolster shelf presence, through smarter, stronger, more organized, appeal-proven displays. In addition, Clean and Easy-Perf saves retailers significant time and money by allowing products to go from the truck to the shelf in one swift motion–requiring minimal resources for product unpacking, set-up and arranging. This packaging advancement works in tandem with the company's Color-Box capability, to deliver the second prime differentiator: high-graphics packaging solutions designed to simplify adoption of a secondary packaging solution to instantly and powerfully communicate a brand's story.
- Companies:
- Georgia-Pacific