Contoured Keebler Pouch Doubles as Hand Puppet

Keebler Co. has introduced Elf Grahams — bite-sized graham snacks in the shape of elves — in a new uniquely contoured standup pouch from Pechiney Plastic Packaging Inc. that converts to a hand puppet once the cookies are eaten. Designed to "promote fun and encourage additional interest from the young consumer audience," the 7-oz pouch features a colorful illustration of Ernie, Keebler's best-known elf, on the front and one of four other Keeber elves on the back. Kids can collect all four packages.

"Keebler has a reputation for being fun and innovative," said Carolyn Burns, director of cookie marketing for Keebler. "What could be more fun than a cookie package that's also a hand puppet? And, of course, Elf Grahams also leverage the equity we have in Ernie, who represents Keebler with wholesomeness, generosity and quality products."

Currently being rolled out nationally, the new package is the result of a cooperative effort by Keebler (Elmhurst, IL), Pechiney Plastic Packaging (Chicago) and Specialty Films & Associates Inc. (Erlanger, KY).

"While this package may make you smile, it is also a perfect fit with our strategy to offer innovative ideas and solutions to help customers build market share," said Martin Gilvarg, vice president sales-food, Pechiney Plastic Packaging. "Its unique die-cut shape, colorful graphics and high-gloss, laminated surface definitely stand out in the crowded cookie and cracker aisle at the supermarket."

Technical Wizardry
The pouch incorporates a recloseable zipper from Minigrip/Zip-Pak (Manteno, IL) to ensure product freshness. Directly underneath the image of Ernie is a dotted line that can be cut so a child or adult can remove the bottom of the package and create an elf hand puppet. Copy near the dotted line tells the consumer, "to make puppet, cut empty bag here." "[The pouch] is easily one of the most technologically complex pouches on the cookie market," says Linda Moreschi, Pechiney Plastic Packaging account manager for Keebler.

Pechiney Plastic Packaging produces the packaging film — a laminate that includes an outer reverse-printed polyester film extrusion-laminated to an inner linear low-density polyethylene (LLDPE) sealant film. Printed via eight-color rotogravure, the approximately 4.5 mil thick rollstock is shipped to Specialty Films, which makes rectangular pouches and then die-cuts the deep contours of the hand puppet shape. The Elf Grahams package was developed in just six months, proceeding from a prototype to a finished product on store shelves.

The pouch, which is said to provide a six-month shelf life for Elf Grahams, represents a more difficult challenge to make and seal than a typical straight-sided bag, according to Specialty Films. "To maintain the seal integrity, we run strict tolerances," says Jane Dirr, president of Specialty Films, "and have developed a new set of quality assurance/quality control procedures as a result."

In addition to its standup capability, the pouch has a die-cut hole punch that allows the package to be hung from a peg or attached to a clip at the point of sale. Furthermore, the corrugated case serves as a display mechanism that can be set up at the end of a grocery store aisle.

Elf Grahams are available in two flavors, honey and cinnamon, and sell for $1.99 to $2.49.

For more information:
Pechiney Plastic Packaging Inc., Tel: 773-399-3000.
Specialty Films & Associates Inc., Tel: 606-647-4100.
Minigrip/Zip-Pak, Tel: 800-488-6973.

Edited by Bill Noone