MWV wins Pro Carton ECMA award for 'what you see is what you get' multipack carton design for Triumph International's Sloggi-brand underwear; multipack protects products but also allows consumers to touch and feel it

Elyse Blye

RICHMOND, Virginia , January 21, 2014 (press release) – According to MWV’s consumer satisfaction survey, “Packaging Matters,” consumers value the functional aspects of packaging, such as ease of opening, maintaining freshness and making it possible to get the entire product out of the package. At MWV, our designers and engineers focus on these structural attributes in order to delight consumers throughout the product lifecycle and encourage repeat purchase.

Recently MWV was recognized with a Pro Carton ECMA Award for combining form and function in an innovative multipack carton design for European underwear brand Sloggi.

The Challenge: When shopping for underwear, consumers want to touch the product to feel its quality and softness. Current packaging makes that difficult, leading many consumers to tear the package in the store in order to feel the product inside and make a purchasing decision.
The Innovative Approach: With these insights, the innovation team at MWV’s folding carton facility in Graz, Austria, went to work to develop a “what you see is what you get” package design. The resulting promotional multipack protects the Sloggi product and invites consumers to touch and feel it.

The Award: ProCarton ECMA jurors recognized MWV’s work as “an excellent carton that effectively solved a problem in store.” Thanks to our partners at Sloggi for trusting us with this unique challenge, and congratulations to our team at MWV Graz!

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