A Package That Lights Up the Shelf
Wha?
About a year ago, when Jamie Leventhal was trying to
convince big chain stores to stock his new line of shaving gels for young men, a
buyer for Target asked a crucial question: How much would he spend on
advertising?
“I told him we would not spend a single dollar,” Mr. Leventhal said.
The buyer was stunned until Mr. Leventhal pulled a prototype out of his briefcase. The product, called NXT, is sold in an arresting triangular container that lights up from the bottom, illuminating air bubbles suspended in the clear gel. The plastic is tinted blue, and when the AAA batteries in its base are lighted, the whole thing looks like a miniature lava lamp or a tiny fishless aquarium…
To call attention to themselves, the products, which are aimed at 18- to 24-year-old men, will glow on the shelves, inviting customers to pick them up. Every 15 seconds, a light-emitting diode (LED) in the bottom of the container flares on, stays lighted for a few seconds, then fades out.
I’d rather have a miniature lava lamp.
“I told him we would not spend a single dollar,” Mr. Leventhal said.
The buyer was stunned until Mr. Leventhal pulled a prototype out of his briefcase. The product, called NXT, is sold in an arresting triangular container that lights up from the bottom, illuminating air bubbles suspended in the clear gel. The plastic is tinted blue, and when the AAA batteries in its base are lighted, the whole thing looks like a miniature lava lamp or a tiny fishless aquarium…
To call attention to themselves, the products, which are aimed at 18- to 24-year-old men, will glow on the shelves, inviting customers to pick them up. Every 15 seconds, a light-emitting diode (LED) in the bottom of the container flares on, stays lighted for a few seconds, then fades out.
I’d rather have a miniature lava lamp.
Posted: Fri - March 7, 2008 at 06:43 AM