Patent Publication Number: US-2007102316-A1

Title: Packaging with continuing labels

Description:
FIELD OF THE INVENTION  
      The present invention is directed to a package comprising a continuing label. More particularly, the present invention is directed to a package comprising a continuing label that has at least one portion that is a continuation of a label on an adjacent, and preferably, complementary package. The package of this invention preferably can stand right side up and upside down, is preferably squeezable and creates a billboard or poster-like appearance when displayed in a group.  
     BACKGROUND OF THE INVENTION  
      Packages, like bottles, and especially translucent bottles, are used to present to the consumer a variety of household products, especially food products. Manufacturers of such bottles, for example, often attempt to improve gripping means of the bottles to ensure that the bottles do not fall out of the consumers&#39; hands during use. Also, manufacturers of bottles often concentrate on product evacuation from the bottle so that product is not wasted at the time the bottle is discarded or recycled.  
      Other manufacturers focus on marketing techniques for individual packages. For example, individual bottles have been shaped like animals, cartoon characters and drinking glasses so that they may be used and/or displayed after being emptied.  
      Labeling is also another means for enhancing the marketing appeal of packages. Unfortunately, however, marketers typically focus on package labels individually, and such labeling has a limited impact on catching consumer attention.  
      It is of increasing interest to develop a packaging and labeling system that will be exceptionally attractive to consumers. This invention, therefore, is directed to a package comprising a continuing label that has at least one portion that is a continuation of a label on an adjacent, and preferably, complementary package. The package of this invention is suitable to stand right side up or upside down (and preferably both right side up and upside down), is ergonometric, and creates a billboard or poster-like appearance when displayed in a group.  
      Additional Information  
      Efforts have been disclosed for making packages. In U.S. Pat. Nos. DES 416,199, DES 507,748, 3,537,498, 5,156,285 and 5,350,078, bottles suitable for gripping are disclosed.  
      Other efforts have been disclosed for making packages. In U.S. Application, Publication Nos. 2003/0031851 A1 and 2003/0075521 A1, bottles for consumer products are described.  
      Still other efforts have been disclosed for making packages. In U.S. Application Publication No. 2004/0232023 A1, an asymmetric package that creates an illusion of animation is described.  
      None of the additional information above describes an ergonometric package comprising a continuing label that has at least one portion that is a continuation of a label on an adjacent package.  
     SUMMARY OF THE INVENTION  
      In a first aspect, the present invention is directed to a package that is easy to grip and ergonometric, the package comprising: 
          (a) a body; and     (b) a continuing label on the body 
 
 wherein when the package is displayed in a group of packages comprising continuing labels, the group creates a billboard or poster-like image. 
       

      In a second aspect, the present invention is directed to a method for marketing products with the package of the first aspect of this invention.  
      Squeezable is defined to mean suitable to be squeezed or compressed by a human hand so that consumer product may be removed or evacuated therefrom. Package, as used herein, is defined to mean a container suitable to contain consumer products whereby such a container is not limited to any shape or size and can comprise, for example, metal, glass, plastic or paperboard. Ergonometric, as used herein, is meant to mean easy to grab and hold with the hand. Continuing label, as used herein, is defined to mean a label that has at least one portion that continues from or connects with a label on an adjacent package. Complementary, as used herein, means having a curve or portion that completes or contributes to a group to make a whole, and not simply a square or rectangular shaped object sitting adjacent to another square or rectangular shaped object. Billboard or poster-like means a picture or advertisement that is larger than a label on an individual package. On the body is defined to mean on the inner or outer surface of the package and/or impregnated within the material used to make the package.  
    
    
     BRIEF DESCRIPTION OF THE DRAWINGS  
      The subject matter which is regarded as the invention is particularly pointed out and distinctly claimed in the concluding portion of the specification. The invention, however, may be best understood by reference to the following description taken in conjunction with the accompanying drawing figures in which:  
       FIGS. 1 and 2  depict illustrative packaging suitable for use in this invention;  
       FIG. 3  depicts a group of illustrative packaging having a logo, marketing emblem or slogan and a continuing label that creates a billboard or poster-like appearance; and  
       FIG. 4  depicts a group of illustrative packaging suitable for use in this invention having an up and down pattern for display. 
    
    
     DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS  
      There is no limitation with respect to the type of package that may be used in this invention other than that the package is one which is suitable to contain a consumer product, and especially, a food product. Such a package typically comprises metal, glass, paperboard or plastic. In a preferred embodiment, however, the package of the present invention is a squeezable plastic comprising polyethylene, polypropylene, polyethylene terephthalate, ethylene-vinyl alcohol, combinations thereof, or the like. In an especially preferred embodiment, the package of the present invention is a bottle comprising polypropylene wherein the bottle is equipped with a cap suitable for a squeeze bottle, able to stand right side up and upside down, and asymmetric.  
      The consumer products suitable for use with the package of this invention include hair care products, skin care products, soap, detergents, beverages and food products. The preferred products suitable for use with the package of this invention are food products like mayonnaise, tartar sauce, salad dressings, cheese condiments, mustard, ketchup, relish, margarine and dipping sauces. The most preferred products suitable for use in this invention are food products made commercially available by Unilever under the Helmann&#39;s® and/or Knorr® brand names.  
      As to the labeling employed in this invention, the same comprise at least one portion (preferably two) that is a continuation (i.e., connects with) of a label on an adjacent package. The “puzzle-like” connections made by the continuing label of this invention contributes to the billboard or poster-like image created when displaying a group of packages made according to this invention.  
      It is particularly noted that there is no limitation with respect to how the label is applied to the package other than that the label can withstand package shipping conditions and not contaminate any food compositions present within the package. Illustrative and non-limiting examples of the type of continuing label that may be used/applied in this invention include those which are shrink-wrapped, etched on, painted on, glued on with an adhesive or impregnated within the material used to make the package (which is preferably at least translucent, and most preferably, transparent).  
      Typically, at least 30% of the total area of the external surface of the package of this invention is covered with label, and preferably, from about 40% to about 60%, and most preferably, from about 65% to about 90%, including all ranges subsumed therein. In an especially preferred embodiment, the continuing label is a shrink-wrap label.  
      Turning to the Figures,  FIG. 1  shows illustrative (label free) packaging suitable for use in this invention and in the form of two complementary bottles  10   a  and  10   b . For illustrative purposes only, the complementary bottles  10   a  and  10   b  (which preferably are identical) are both shown standing right side up and resting on their bottoms  10   a   1  and  10   b   1 , respectively, whereby complementary bottle  10   a  has a front surface  10   a   3 , a back surface  10   a   5 , and preferably, a cap  10   a   7 , and complementary bottle  10   b  has a front surface  10   b   3 , a back surface  10   b   5 , and preferably, a cap  10   b   7 .  
      Joint  12  is formed by upright convex surface  14  on complementary bottle  10   a  and upright concave surface  16  on complementary bottle  10   b.    
      Turning to  FIG. 2 , shown are complementary bottles  10   a  and  10   b  with complementary bottle  10   a  resting on its bottom  10   a   1  and complementary bottle  10   b  resting on its cap  10   b   7 . Front surface  10   a   3  is positioned as described in  FIG. 1 ; however, front surface  10   b   3  as shown in  FIG. 2  is reversed (i.e., occupying the position of back surface  10   b   5  of  FIG. 1 ) and inverted on bottle  10   b.    
      Joint  12 ′ is formed by upright convex surface  14  of complementary bottle  10   a  and invented concave surface  16 ′ on complementary bottle  10   b . It is within the scope of this invention for two complementary bottles to be side-by-side and inverted so that the bottles are adjacent and resting on their respective caps to create a joint consisting of two inverted surfaces (demonstrated in  FIG. 3  at Joint  12 ″).  
      Turning to  FIG. 3 , shown is a package group  18  of illustrative complementary bottles  10   c  and  10   d  that comprise continuing labels  20   c  and  20   d  in the form of, for example, shrink-wrap labels. Continuing labels  20   c  have upper continuing portions  22  and lower continuing portions  24 . Continuing labels  20   d  have upper continuing portions  26  and lower continuing portions  28 . Upper continuing portion  22  can continue from or connect with lower continuing portions  24  at connecting gap  30 , and/or lower continuing portion  24  can continue from lower continuing portion  28  at connecting gap  32 . Upper continuing portion  26  can continue from lower continuing portion  28  at connecting gap  34 . The billboard or poster-like appearance created in package group  18  is a collective result of the formation of connecting gaps  30 ,  32 , and  34 , the formation of joints  12 ,  12 ′ and  12 ″ and the collective display of optional graphics (for example, logos and emblems) on the labels.  
       FIG. 4  shows a package group  18 ′ being displayed in an illustrative and often preferred two up (A) and two down (B) pattern.  
      In an especially preferred embodiment, the labels (e.g., shrink-wrap labels) applied to the packages of this invention are identical and the continuing portions are created when the labels are applied to the packages in their right side up and/or upside down orientations.