A growing challenge facing packagers today is creating a “billboard” on measured-purchase products that are displayed outside of the package. While consumers can examine the product before deciding whether to purchase it, marketers lose billboard space when the product itself rests on a hook or display shelf.

Black & Decker, Towson, MD, believes it has solved that challenge by revamping the design of point-of-purchase (P-O-P) communications for its power tools. Sara Simonsen, Brand Manager, says, “Our main objective was to look consistent, to put more emphasis on the Black & Decker brand, and have the P-O-P be easier to understand from a consumer standpoint.”

The ability to quickly understand product features and to differentiate between brands in higher-priced tools such as electric hedge trimmers is important to consumers. Equally important to brand owners and retailers alike is packaging elements that are durable enough to withstand the wear and tear when consumers repeatedly pick up a product to inspect it in the store.