Cartons get the message across for toothpaste brands

- Tubes alone cannot meet the requirements for modern packaging
- Pro Carton promotes brands turning to carton
 
Leading toothpaste brands are reintroducing cartons to their packaging portfolio as a medium for displaying image, brand and information content, as they recognize that tubes alone “cannot meet the performance requirements for modern packaging”, according to European association Pro Carton.
 
Pro Carton, the European association of carton and cartonboard manufacturers, said that for nearly two years all leading manufacturers of toothpaste have focused on using cartons again across all their ranges, using the carton as medium for displaying image, brand and information content.
 
Brands such as Sensodyne or Odol-med3 by GlaxoSmithKline and blend-a-med by Procter & Gamble (peg) have recognized, that tubes alone cannot meet the performance requirements for modern packaging, according to Pro Carton, and that only cartons allow the presentation of extensive product information in an attractive manner and provide adequate space for dialogue with customers.
 
Cartons can convey product features, instructions for use and other advisory information in a visual manner, not only because they offer more space, but because they offer a variety of graphic design options.
 

Market needs

Melanie Fischer, press spokesperson at P&G, said: ‘Cartons have the big advantage that they can convey product communication and advertising messages.’
 
Jürgen Berger, senior communication manager for north and west Europe at GlaxoSmithKline, said: ‘We were often asked to explain the prominent product features in more detail on the product, especially in the case of products requiring more explanation or medically positioned special dental creams. As this is not possible on the tube for space reasons, GSK have decided to create a carton design for these dental creams.
 
‘Thus allows us to meet the increased information demands by customers and to highlight the high-quality medical positioning. In addition it is also considerably easier to achieve visual differentiation on the shelf using cartons.
 
‘The decision to use cartons more and more was not an easy one. However, we are responding to the specific wishes of consumers and also ensure that the packaging can be recycled fully by using homogenous materials.
 
‘We see clearly that consumers regard the additional packaging as something positive and understand its purpose. We are receiving increasing feedback that the carton is being perceived as a high-quality, hygienic and attractive medium for information.’
 
Read more on developments in carton here
Read more on Pro Carton here