Titebond's New Labels Identify Key Product Features
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New labels for Titebond line
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COLUMBUS, OH -- Bottles of Titebond wood glue are getting a new look this spring, with redesigned labels that instantly identify key product features to help customers more easily select the best Titebond product for their projects.

Extensive market research drove the repackaging effort – the first since the current Titebond labels appeared in 2004. In response to this research, Titebond sought to make it as easy as possible for customers to get the information they need to make educated decisions about wood glue. The new labels – as well as merchandising cartons – use design elements to call out the product features critical to purchase decisions and to instantly differentiate the most popular Titebond wood glues – Titebond Original, Titebond II Premium, and Titebond III Ultimate – from each other.

The redesigned labels retain the same backdrop as the original, so customers can easily recognize both the Titebond brand and specific glue products. But the differences between the new and old labels are readily apparent when viewed side-by-side. To make room for additional product information, Titebond removed the duck and clamp icons from the top of the labels and re-angled the Titebond logo. Yellow, silver and gold colors are used on Titebond Original, Titebond II and Titebond III, respectively, to denote “good, better, best” formulations. Primary features of each product pop out from bright yellow rectangles. Additional product features are at the bottom of the labels.

"Customer needs historically drive new development at Titebond,” said Craig Stone, director, marketing innovation, at Franklin International. “We listened. We designed our new wood glue packaging in direct response to customer input through market research, focus groups and store intercepts. The initial response has been fantastic, and both customers and retailers see a significant improvement in our ability to quickly communicate the information necessary to purchase the right wood glue. We strongly believe that all customers and markets alike will benefit from our re-design, and we are excited to introduce our new packaging globally."

The new labels are part of a re-packaging that also includes introduction of the first retail-ready packaging (RRP) in the wood-glue product category. The RRP cartons eliminate perforations for more durable packaging and take store personnel mere seconds to set up on shelves. The cartons also introduce the new Titebond “Performance Meter.” Printed on the front of the cartons, the meter arranges four key product performance characteristics (strength, exterior use, assembly time and cleanup) with the “good, better, best” continuum to instantly provide essential production information to customers.

The new packaging will be phased in through 2014, beginning with all Titebond Original, Titebond II and Titebond III sizes, from four-ounce to one gallon. Titebond Dark Wood Glue, Titebond Genuine Hide Wood Glue, Assembly Glues for cabinet shops, Canadian labeled glues and glues distributed internationally will follow.

About Franklin International:

Established in 1935, Franklin International is among the largest privately held manufacturers of adhesives and sealants in the U.S. The company employs approximately 400 at its headquarters, laboratory and plant, in Columbus, OH; eight distribution centers across the U.S.; and a new plant in Guangzhou, China. Franklin provides local support to customers domestically and globally through a network of 75 independent sales representatives and direct field sales associates. The company maintains two divisions: the Construction Division, which manufactures a complete line of Titebond wood glues for cabinet shops and hobbyists as well as a full line of Titebond adhesives and sealants for construction professionals and do-it-yourselfers who demand the professional touch; and Franklin Adhesives & Polymers, which provides adhesives to industrial wood-assembly plants and pressure sensitive adhesives to label manufacturers.

Source: Franklin Intl.

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