Brand New Fitness Packaging Does Heavy
Lifting at Point of Sale

The Fitness market is booming. At the same time, the array of products available to consumers is dizzying and the requirements of Big Box retailers often diminish the notion of brand-building at retail.

Danskin, a leader in Home Fitness products, is launching a new line of Resistance Tubing, Ankle/Wrist Weights and Core Ball products. In considering in-store marketing approaches, they outlined a challenge for a brand new look in packaging that provides maximum "high-touch" visibility at the point-of-sale, adheres to the requirements of the various retailers they support and easily loads and integrates with existing Danskin product lines.

Create unique, transparent clamshell packaging for all three product lines. Resistance Tubing and Ankle/Wrist Weight products even include an opening that enables consumers to touch the product (this additional sensory "contact" has a proven connection with consumers and heightens purchase appeal). All packaging is geared to appeal to the primary target audience -- women -- using aspirational imagery, curves and flowing shapes as motifs.

Eye-catching branding and graphics combine with new structures in drastic contrast to the traditional, rigid, rectangular boxes that are typically displayed in this category. This new Danksin packaging also follows various retailers' guidelines and demonstrates a natural evolution from existing product lines.

This distinctive new Danskin packaging will debut this Fall with several product line extensions to follow. Danskin is enthusiastic with its new, break-through, revitalized brand image.

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