Packaging of Bottled Consumables

If you see a warning on a package, most likely the producer has previously been sued for the very thing you are being warned about. Companies can spend millions of dollars and hours upon hours researching a product, only to put it on the market then get sued for unforeseeable misuse or damages. The result of these lawsuits is a need by the company to protect itself from future lawsuits, or exit the market place entirely. Typically, in an attempt to recoup the costs of development, the company does not sunset a product and simply places a warning label on the packaging and product itself. In some instances, the federal government has stepped in with legislation to protect consumers.

One example of well-placed government intervention is on the pharmaceutical industry in the packaging of drugs. Such legislation requiring tamper-proof packaging and labeling meant to protect the consumer was a result of a horrific event in 1982 in Chicago involving Tylenol. Thirty plus years ago, bottles did not have the protective wrap around the lid, nor the layer of protective paper/foil at the top of the opened bottle. As a result, it was simply for passer-bys to open a bottle, put something else in it, put it back on the shelf, and the next consumer to come along would be subject to whatever was previously placed there. 

Fortunately, the tampering of such products is now a federal crime, manufacturers have since complied with the laws surrounding the tamper-proofing of products, and consumers have been trained to only purchase such items if these seals remain intact. So what is the innovation thought I have? Let me tell you.

My trouble is with the memory span of consumers and companies. I can be certain that many people will never forget what happened in Chicago in 1982. I can tell you that the companies will continue to follow the laws in which they produce their products under. But what I can't be sure of is the ability for every consumer to be cognizant of the dangers of buying a previously tampered with product. As a result, I think companies need to be innovative in finding ways to re-train consumers on what to look for when buying consumables.  

A good example is the bottle of Listerine I have sitting on my desk for the purpose of detailing this innovation really well. The bottle has a cap on it, and a cellophane wrapper around the cap. The wrapper has writing on it "Listerine, #1 Dentist Recommended Brand," a writ that continues in a pattern that surrounds the entire wrapper. As I remove this wrapper, I find once I get the cap off, I have immediate access to the product. There is no additional seal. So the one thing that is keeping this product secure is the wrapper. Sufficient? Let's hold that question for a second.

I pause to go back to the warning labels I previously mentioned. Are there warning labels readily available to me? Ah, found one. On the front label, bottom left corner, in call it 7 point font, I find "Do not use if printed Listerine(R) band around cap is broken or missing". Ok, now we are getting somewhere. Listerine is indicating that ever if there is a slight tear in the wrapper, don't use this product because guess what, there isn't a second layer of protection for you. 

Let's look to the back label. Marketing about killing germs on contact, points about benefits of use, drug facts, warnings about not allowing children under age of 12 usage and contact poison control center if swallowed, directions of use and storage, inactive ingredients, directions of opening the bottle, ADA endorsement, address, UPC, .... But nothing about the safety of the package. So the ONLY place on this bottle that recommends denying use of this product per any sort of training around being cognizant of the threat of tampering is solely and squarely focused on the oft forgotten, small type on the front of the bottle. 

I did a quick walk down the aisle of the Rx section the other day and I really think we can do better with our packaging. Because I like marketing, and don't want to be perceived entirely negatively, the challenged I posed for myself is to solve my concerns about product safety, consumer knowledge, and to generate a marketing opportunity. What did I come up with?

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I think Listerine, and pretty much any bottle-driven product, should adhere to a color-coded system of caps and wrapping. Imagine a bright yellow cap that has been wrapped with a blue cellophane wrapper. The resulting appearance is a green cap, indicating to the consumer a green light to purchase. Once the consumer has it as home, or wherever they plan to consume the product, they are comfortable in seeing the yellow cap and are confident they were a party to ensuring their safe use of the product. 

The marketing comes in what companies write on the wrapper. Little phases about safety that only appear once the wrapper is removed comes to mind. Alternative cap colors from yellow to blue with the offsetting wrapper color to achieve a green color may assist in distinguishing products. Additionally, and probably more importantly for Listerine is the addition of another layer of protection. The Heinz Ketchup bottle has it right with a wrapper and foil lid on the bottle. So why doesn't Listerine? But on that second, tear-away foil lid, print something about safety, to comfort the consumer and to allow them to build more trust with your brand.