Packaging

Nothing To Sneeze At: Sara Lee Launches New Endust Free In Distinctive Shaped Packaging From Crown

Monday 25. August 2008 - New Shaped Aerosol Boosts Shelf Appeal and Product Performance

CROWN Aerosol Packaging USA, a business unit of Crown Holdings, Inc. (NYSE: CCK) (Crown) ( www.crowncork.com) announces that Sara Lee Corporation has adopted uniquely shaped aerosol packaging to launch its new Endust Free Dusting and Cleaning Spray. The new product, which is fragrance-free and hypo-allergenic, has been available at ShopRite stores in the Northeast since July and can be found in other retailers across the United States in August.

The shaped container was chosen to subtly reinforce the product’s health and wellness attributes on the retail shelf. The 10 oz. package features elegantly curved surfaces with calming graphics of white clouds against a blue sky, maximizing brand differentiation and visual impact. Consumers also benefit from the container’s easy-to-grip shape which facilitates product dispensing.

In addition to its visual appeal, the shaping technique enables the standard 10 oz. of product to be filled in a container that uses 14 percent less material, helping reduce environmental impact. The steel package is also 100% recyclable.

“Endust Free constitutes a revolutionary advancement in the household cleaners market, so we wanted our packaging to be just as exciting and unique,” says Stan Stoltzfus, Director of Marketing, Household & Body Care, Sara Lee Corporation. “Crown’s ability to create innovatively shaped aerosol packaging not only gives our brand the visual boost we wanted, but also supports our message of convenience, health and wellness.”

The ability to create this high-impact design results from Crown’s proprietary blowforming process, which maximizes container integrity and product protection. The process begins by placing preforms into precision-engineered molds. High-pressure air causes the steel to expand and take the shape of the mold. No tooling or liquid is used inside the container, preventing damage to internal coatings. Unlike other shaping techniques, such as mechanical expansion and water jet forming, blowforming also maintains a better surface finish and glossiness of the final package.

Early consumer response to the package has been very positive. “In the in-home use tests we conducted with 247 consumers, 82 percent of respondents indicated that they liked the shape of the Endust Free package ‘extremely well’ or ‘very well’ – signifying a resoundingly positive preference,” explains Stzolzfus. “We are confident that these results will translate into future product success at retail.”

Endust Free’s new aerosol packaging also incorporates a unique valve dispensing system that narrows the spray area to reduce bothersome mist and overspray. This feature is complemented by a novel twist-and-lock cap that protects against accidental product dispensing.

“Brand owners like Sara Lee are increasingly turning to unique packaging to generate consumer interest in new products,” comments Brad Dahlgren, Vice President, Sales & Marketing, CROWN Aerosol Packaging USA. “With its modern appearance and improved functionality, the new Endust Free aerosol package will help to drive marketing strategies and enhance consumers’ lives.”