Packaging is getting smaller in many product categories, heightening the communications challenge for brand marketers. The hurdles are especially tough when a package requires bilingual copy. WhiteDove Herbals, Boulder, CO, found a solution by using a standard carton creatively to serve both English- and Spanish-speaking consumers.

WhiteDove Herbals' eight-count packet cartons are printed in English on two consecutive carton sides and in Spanish on the other two sides, with a front panel and right-side supplement facts panel. This approach provides "reverse" merchandising capabilities, explains Peter Hay, WhiteDove Herbals Chief Operations Officer.

"Others have placed the English/Spanish on the front together, but this design has a nice flow to the box, and you can turn it specifically for the market, whether Spanish or English," Hays says.

WhiteDove Herbals conceived the idea for the design internally and Ascent Marketing executed it.

Hay adds that this approach enables WhiteDove to highlight package artwork without cluttering the bilingual copy. A "clean" package is essential for products that need to impart a healing or calming effect.

The company plans to add bilingual copy on the cartons this summer, when the 7.5-mL size debuts.