Case Study: Masada My Time
Marketers in household products face the same challenges today as other consumer goods companies- there is a constant need for updated graphics and packaging. Products have to stand out, have shelf appeal while being priced competitively. This competitive environment causes many marketers to change or upgrade packaging in smaller quantities and increased SKUs to give the consumer choices. Line extension is prevalent in a number of categories including candles, cleaners, bathroom products, and air fresheners.

Masada Marketing, a longtime personal care and household marketer, recently faced a challenge common to other marketers in their space: how to balance the need to update the line aesthetically while keep the package competitively priced. An extensive search for unique packaging ended with a beveled decanter style pet bottle with a specialty cap. These uniquely shaped containers would have a vibrant, graphically appealing labels designed so that each fragrance was a different color.

In order to get a near perfect match on Masada’s intricate graphics, Axiom suggested printing digitally. With the HP Indigo press, Axiom was confident they could get great color resolution for the eucalyptus, lavender, jasmine, and unscented lines. The front and back labels were produced in 6 colors including a UV varnish. A third neckband label was added to complement the packaging, with its colors matching the borders of the primary label. Beyond intricate graphics and vibrant colors, printing this run with different versions of the same label was the most economical solution for Masada’s project.

Masada’s initial launch of this product was a huge hit, recognized not only for the product’s therapeutic properties but for its very attractive decorative packaging which would make it like an art piece for the consumer’s bathroom.