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Soft-Touch Packaging: A Boost for Brands

from By Sharon Derbyshire

When faced with revitalizing an iconic brand, Bayer wanted to differentiate itself from the competition with a package makeover. The company ultimately chose an oversized ergonomic cap for its aspirin and Aleve over-the-counter medications. The new cap — overmolded with thermoplastic elastomers — makes it easier for arthritis suffers to grip and get to the pain reliever inside. The easily-recognized caps with raised logo are preferred by consumers and are even endorsed by the Arthritis Foundation. more

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