Recessed Container Closure and Method of Increasing Advertising Space on a Container using a Recessed Container Closure

Abstract

The present invention relates to maximizing advertising space on product packaging. Embodiments of the present invention relate to a method of increasing advertising space on various product packaging by increasing the graphic space on and apparent volume of the packaging, such as those used for cosmetics and toiletries. Preferred embodiments include a product packaging with a partially or completely recessed container closure. Further preferred embodiments include a container closure that is threaded, fused, or snapped in to the body of the container. Embodiments of the invention can be modified to accommodate existing products or provide a unique package design for emerging products.

Claims

1-19. (canceled)

20. A product packaging comprising: (a) a container body comprising an opening; and (b) a cap, closure or dispenser comprising a sidewall, wherein the sidewall of the cap, closure or dispenser is fused to a sidewall of the opening of the container body, which as fused together the cap, closure or dispenser and the container body provide a product packaging; (c) wherein the cap, closure or dispenser is completely recessed into the opening of the container body, such that upon visual inspection of a front elevation view, the product packaging has no visible junction between the cap, closure or dispenser and the container body; and (d) wherein the product packaging comprises a dispensing orifice configured to be changed from an active status to dispense product to an inactive status to retain product.

Description

BRIEF DESCRIPTION OF THE DRAWINGS

[0036] The following drawings illustrate certain aspects of some embodiments of the invention, and should not be used to limit or define the invention. Together with the written description, the drawings serve to explain and illustrate certain principles of the invention.

[0037] FIGS. 1A-B are images providing a comparison between a conventional product packaging (FIG. 1A) and an embodiment of the invention (FIG. 1B), illustrating the increased advertising space on the container body when the cap is recessed.

[0038] FIGS. 2A-D are drawings that illustrate various recessed caps.

[0039] FIGS. 3A-C are drawings illustrating a flip cap of packaging embodiments of the invention, where the cap is completely recessed such that no height is added to the height of the overall packaging (FIGS. 1A-B) and where the cap is partially recessed (FIG. 1C).

[0040] FIGS. 4A-D are drawings of various closures of recessed cap embodiments.

[0041] FIG. 5A is an image of a prior art container with a pump closure.

[0042] FIGS. 5B-C are images of embodiments of the invention with a recessed pump closure, showing how the overall height of the packaging can be reduced, while maintaining the actual and/or apparent volume of the container body.

DETAILED DESCRIPTION OF PREFERRED EMBODIMENTS

[0043] Reference will now be made in detail to various exemplary embodiments of the invention. It is to be understood that the following discussion of exemplary embodiments is not intended as a limitation on the invention. Rather, the following discussion is provided to give the reader a more detailed understanding of certain aspects and features of the invention.

[0044] Product packaging is usually designed to provide advertising space on the packaging capable of attracting consumer attention and encouraging a sale. Product packaging in certain circumstances can be the equivalent of a mini-billboard. Each product package provides an opportunity for the manufacturer to connect with the consumer on an artistic or aesthetic level. The greater the space available for advertising on the package face(s), especially the front-facing portions, the greater impact to consumers the product will have on the shelf as a mechanism for promoting the product.

[0045] Along these lines, product packaging can be designed such that when the products are grouped together a larger billboard is provided to direct consumer attention to a grouping of products. One creative method of attracting consumer attention to a group of products includes designing the packaging with printed matter strategically arranged on the face and/or sides of the package in a manner that each package adds to a larger picture when the products are grouped together on a shelf or when stacked. To provide the aggregate with a seamless, continuous appearance similar to that of a billboard, the area of the front-facing portion of each product needs to be maximized. This is a simple task for box type packages, but for packages with a dispenser or cap, aggregation in this manner may not achieve the same dramatic result of a billboard. To address this issue, product packaging can be constructed in a manner to reduce the appearance of the dispenser or cap relative to the overall packaging.

[0046] Embodiments of the present invention thus provide product packaging with larger printable areas on the container body as compared with traditional product packaging. One way some manufacturers eliminate the disadvantages of traditional product packaging is to place the packaging in another outer packaging. For example, with the traditional squeeze tube type packaging for toothpaste, instead of trying to maximize the advertizing space on the squeeze tube itself, the manufacturer packages the squeeze tube in a box. Although the entire surface of the box affords graphic space, boxes add undesired expense. In contrast, embodiments of the invention are capable of increasing advertising space directly on the container body itself. Especially preferred is packaging where the forward-facing surface of the product is maximized and any cap or dispenser portion is minimized. One way for maximizing the advertising space on the product is to increase the surface area of the container by internalizing part or all of the cap or dispenser portion of the product packaging.

[0047] Using this method, the package designer is no longer limited by traditional package shapes. Since the mechanism can be hidden inside the package, the possibility exists to design packages that do not exist today. We can imagine a presentation that looks good on the shelf in the store, and the appearance when displayed on the counter at home is enhanced. This is an important concept in the packaging industry now called “shelf to counter.” For instance, a package could be shaped like a stylized flattened squeezable disk or like a small sphere. Since the dispenser is partially or completely hidden inside the package, the dispenser can act as the bottom “foot” for the package, keeping the package upright when not in use. Not only is this method appropriate for typical household dispenser packages, but could be used to produce novelty or advertising items in unique, branded shapes.

[0048] One of the challenges of the squeeze tube is that the front facing surface is rounded. This limits the front facing graphic space. That is, that only a portion of the package graphic space is available, since the surface of a traditional package curves away from the viewer. Especially when using the fused method, the package designer can use non-traditional dispenser shapes. Dispensers can be of any shape and size that meets the design and branding needs of the seller. Using methods and products of embodiments of the invention, the effect of a rounded surface when viewed from the front can be partially or completely elimated. Dispensers can now be made in shapes not previously considered including round, oval, square, or triangular. For instance, if the package designer uses an oval dispenser, then the traditional squeeze tube package can be flattened along the entire vertical surface. The tube itself may need to be extruded in a shape other than round—in this example, oval when viewed as a cross section. The front facing graphic space that is visible when seen on the shelf is enhanced, since the package front is more flat than round. A package using a dispenser that is triangular can also achieve a similar effect, presenting one facet of the triangle to the consumer, and placing the two remaining surfaces toward the back of the shelf.

[0049] An alternate use, especially when using the fused package type, can use less material in the manufacture of the package. In such embodiments, since a more elaborate screw in type mechanism is eliminated, this will save manufacturing cost by using less plastic or whatever material is used. Since less package volume is taken by the dispensing mechanism, the package can hold more liquid or gel volume. This type of package could be used in promotions combined with advertising verbiage like, “10% more for the same price!” or “same size package—10% free!” The latter instance could be especially helpful when the package should fit into a specific space in the consumers home or business. This quantity of additional volume should be possible with smaller package sizes, like those used in cosmetics.

[0050] As shown in FIGS. 1A-B, one implementation of the invention is product packaging comprising a container body and a cap, or lid, wherein the cap is recessed in the body of the container and wherein the connection between the two parts is continuous and provides for an overall uniform container configuration. Traditional container caps, as shown in FIG. 1A, form a line when viewing the container that separates the package into two distinct parts, the container body and the lid. This interruption of the graphic space makes the package appear shorter, which visually implies that it contains less product by volume. By recessing the cap within the container (FIG. 1B), the separation of the container into two distinct parts is removed and the graphic space becomes uninterrupted, providing a uniform container. The product volume remains the same as well, however, the graphic space is now extended onto the portion of the packaging previously occupied by the cap.

[0051] The increased graphic space allows the manufacturer more room to display information about their product and enlarge their logo or other branding items. By recessing the cap into the container body, the graphic space can be increased by up to 50%. For example, while in FIG. 1A the cap occupies about 15% of the height of the packaging, by completely recessing the cap within the container body the cap can occupy less than 10% of the height of the overall packaging, such as 0% shown in FIG. 1B.

[0052] In preferred embodiments, product packaging is provided with a recessed cap and where the cap occupies from about 0-50% of package height, such as from about 1-40% of package height, such as from about 2-30%, or from about 3-25%, or from about 4-20%, or from about 5-18%, or from about 6-16%, or from about 7-14%, or from about 8-12%, or 9-11%, or 10% of package height. Package or product height in the context of this specification refers to the overall height of the total package, i.e., the container body and cap combined. By enlarging or adding graphics in this increased space, the product packaging becomes more noticeable to the consumer when viewed by the consumer on the shelf, giving the manufacturer a better chance of having their product selected over their competitor's product. Moreover, by gaining graphic space, the apparent volume of the container is increased thereby increasing the shelf presence of the product, even though the actual volume of the product remains about the same. Since consumers often make their product selection on the best value for a given amount, increasing the apparent volume will cause them to favor that particular product.

[0053] The body and cap may be composed of any material, with the preferred embodiment being composed of plastic such as Polyethylene (PE), including Low Density Polyethylene (LDPE), High Density Polyethylene (HDPE), Medium Density Polyethylene (MDPE), Polypropylene, Aluminum Barrier Laminate (ABL), and Plastic Barrier Laminate (PBL), etc. The packaging can also comprise combinations of plastic with glass or metal, such as a glass bottle with either a plastic or metal cap. Wood is also an option for either or both the container body and the cap. Moreover, the cap and body of the container may be composed of identical materials or any combination of materials.

[0054] FIGS. 2A-D illustrate various embodiments of recessing a cap within the body of a product container to increase the advertising space on the container body. These embodiments each allow for a container with a more uniform container configuration, such that the cap has a low profile or no profile with respect to the packaging height and is less noticeable to the consumer. With a less noticeable cap, or a cap that occupies only a small portion of the packaging height, the advertising space on the container body is increased and the apparent volume of the container body is increased, while the actual volume of the product can remain the same.

[0055] More particularly, as shown in FIG. 2A, a container body with threading on an internal surface of the container is operably configured to mate with a cap having cooperative threading on an external surface of the cap. When the externally threaded cap is screwed into the internally threaded container body, as shown in FIG. 2B, the traditional two piece package is eliminated and a seamless appearance between the container body and cap is provided. The cooperative threading can be disposed on an external surface of the cap and corresponding threading disposed on an internal surface of the container body.

[0056] When referring to internal and external surfaces in the context of this specification, what is meant is a surface facing inwardly within the component (internal) or a surface facing outwardly from the component (external). In preferred embodiments, rather than a “female” screw on top that is internally threaded and a “male” externally threaded container body, the connector sex is reversed. That is, the cap is the “male” component, which is externally threaded for screwing into the container body, which container body is operably configured to provide the cooperating “female” component that is threaded on an internal surface of the container body. Alternately, embodiments can comprise a “male” container body connector and a “female” cap. The cap and container can comprise any length or type of threading, so long as the threaded portion of the cap operably cooperates with the threaded portion of the container body. Additionally, the cap can be completely or partially recessed in the container when the cap is fully screwed into the product packaging. Screw in dispensers can be made removable by manufacturing a slot into the visible part of the dispenser. To remove the cap, the consumer can insert a coin or similar object into the slot. Turning the closure, say in a counterclockwise direction, could temporarily remove the dispenser so that the container could be refilled. Reversing the sequence could reclose the container.

[0057] FIG. 2C illustrates a cap that is fused into the interior of the container body. The cap in this embodiment is again the “male” component, which is operably configured for mating with the “female” component provided by the container body. The cap is inserted into the container body where the external surface of the cap forming the sides of the cap are fused to the sides of the container body at its internal surface. The cap and body may be permanently or temporarily fused together by an adhesive or melting of the plastic together. Any other method of fusing the cap and container body can also be used. The cap and container body can be connected together where their engagement is releasable. Additionally, the cap may be partially recessed and partially fused with the container body, or may be fully recessed (where the cap does not add height to the packaging) and either completely or partially fused. For example, the cap and container body can be spot welded together at various portions around the circumference of the container body.

[0058] FIG. 2D illustrates a snap-in type cap in which the cap is snapped into the container body and retained therein. This packaging embodiment comprises a container body with a “female” connector portion comprising a ledge or other protrusion on the interior surface of the container body, which is operably configured to cooperate with a “male” cap comprising a tab or other cooperating structure on the outer surface of the cap, such that when the cap is inserted into the container body the tab is pushed passed the ledge to engage therewith and prevent the cap from being removed. In embodiments, the ledge can be a protrusion around the entire circumference of the container body or can be provided by a plurality of protrusions disposed around the internal circumference of the container body. As illustrated in FIG. 2D, the ledge or protrusion(s) can have a wedge shape cross section thus providing for a decrease in the internal diameter of the container body with depth of the ledge. This shape will cause an interference fit with the cooperating cap that comprises structure having a larger diameter and when inserted beyond the presence of the ledge will not be capable of being removed from the container body without substantial force.

[0059] Existing types of container closures can be used in embodiments of the invention, including flip caps, rocker-style openings, tab-type caps, and pump-type dispensers to name a few. Using conventional type openings and adapting them for use with embodiments of the invention accommodates consumer familiarity and may reduce manufacturing and design costs by being able to use existing components.

[0060] FIGS. 3A-C illustrate another embodiment of a cap of the invention. This is a flip type cap, which is operated by having a tab on the outside of the container body attached to a lid, which tab the consumer can push or lift up with a finger or finger nail to open the lid and dispense product. As shown in FIG. 3A, the flip type cap can comprise the tab on the front- or rear-facing surface of the container body. If disposed on the rear-facing surface and when the cap component is completely recessed within the container body, the cap has no visual impact on the front-facing surface. In such embodiments, the advertising space on the front surface of the container body is fully maximized. FIG. 3B illustrates the flip up cap in an open, active position for dispensing product. As shown, the lid comprises a “male” type protrusion for cooperating with and fitting by interference fit with a “female” type opening in the cap. The female opening is the opening in the cap through which product is dispensed. In embodiments, and as illustrated in FIG. 3B, the lid can comprise no additional tab that is disposed on the outside of the container body. Here, the user can insert a finger nail into the region between the lid and container body to pry open the flip up cap. As illustrated in FIG. 3C, the flip up cap can also be provided where a portion of the cap is recessed into the container body, thus providing for a low profile cap. Here, the partially recessed cap occupies no more than 5% of the product packaging height and thereby minimizes the aesthetic impact to the consumer.

[0061] As shown in FIGS. 4A-B a tab type can be used. Preferred embodiments incorporate the tab type cap into product packaging by recessing a portion or all of the cap into the internal portion of a container body. The tab type cap can be operably configured for being screwed into, fused into, or snapped into the container body according the embodiments described above. The tab-type cap can comprise a hole for dispensing product through the cap when the tab is open. The tab can comprise structure for cooperating with, filling, and closing the hole, such that when the tab is closed the structure recesses into the hole and closes the hole by interference fit. A recess, cut out, or dimple can be provided in the top of the cap to accommodate the consumer's finger or finger nail to lift the tab into an active, open position. FIG. 4A illustrates an exemplary flip up cap with a tab, showing the tab in an inactive, closed position and disposed in close proximity to a recess in the top of the cap for leveraging a finger under the tab in order to open it and dispense product. FIG. 4B illustrates the tab type cap in a position after the consumer has used their finger to open the flip up cap. In this embodiment, the flip up cap, is partially or completely recessed within the container. The tab type flip up cap may be flush with the top of the recessed cap body or may extend partially above the recessed cap and thus may occupy only about 0-20% of the total height of the packaging.

[0062] As shown in FIGS. 4C-D, the closure or cap can also be provided as a rocker-style cap. In such a cap, product is dispensed through an opening that faces in a direction other than normal to the cap top. When closed, FIG. 4C, the rocker top provides a flat surface on the top of the product packaging. The rocker cap comprises a hinge or other mechanism for allowing the disk-like top to shift to an active, open position where the top of the product packaging is now slanted or has a slope relative to the sides of the container body. For example, with this type of closure the user opens the cap by depressing one side of the cap which causes the other side, comprising the hole for dispensing product, to rise above the side of container, FIG. 4D. This rocker style cap can also be partially or totally recessed within the container body, such that the cap, when in a closed position, does not add height to the overall product packaging, or adds very little height, such as between 0-5% of the product packaging height.

[0063] Product container embodiments with recessed caps can also comprise pumps for dispensing product from the container, such as the one shown in FIGS. 5B-C. Compared to the conventional container depicted in FIG. 5A, both bottles contain the same finger pump, however, in FIGS. 5B-C the pump mechanism has been recessed within the container body. More specifically, in FIG. 5B the recessed pump is shown in a closed, inactive position, while the pump in FIG. 5C is shown in the active, open position. The pump can be configured similar to existing pump type closures, where for example the pump is changed from active to inactive status by screwing the pump dispenser into the cap to a locked position. The recessed pump maintains pump functionality, while decreasing the overall height of the product packaging. For example, as shown, the recessed pump can decrease the overall height of the product packaging by about 10-25%, as here the pump when closed (FIG. 5B) contributes less than about 2-5% to the overall height of the product packaging. Such products have the advantage of occupying less shelf space and volume when shipped. Alternatively, to maintain the same height as that shown in FIG. 5A, the container body can be increased so that the overall height of the packaging is the same, thereby increasing the volume or apparent volume of the packaging, as well as the surface area on the outside of the packaging (e.g., advertising space), even though the volume or apparent volume remains the same. Such an increase in apparent volume and/or an increase in the advertising space (e.g., front-facing surface of the container) on the surface of the container body is expected to lead to an increase in product sales.

[0064] The present invention has been described with reference to particular embodiments having various features. It will be apparent to those skilled in the art that various modifications and variations can be made in the practice of the present invention without departing from the scope or spirit of the invention. One skilled in the art will recognize that these features may be used singularly or in any combination based on the requirements and specifications of a given application or design. Other embodiments of the invention will be apparent to those skilled in the art from consideration of the specification and practice of the invention. Where a range of values is provided in this specification, each value between the upper and lower limits of that range is also specifically disclosed. The upper and lower limits of these smaller ranges may independently be included or excluded in the range as well. As used in this specification, the singular forms “a,” “an,” and “the” include plural referents unless the context clearly dictates otherwise. It is intended that the specification and examples be considered as exemplary in nature and that variations that do not depart from the essence of the invention are intended to be within the scope of the invention. Further, the references cited in this disclosure are incorporated by reference herein in their entireties.