U.S. patent application number 10/371231 was filed with the patent office on 2003-08-28 for marketing method and device.
This patent application is currently assigned to Team Beans, LLC. Invention is credited to Adkins, Mark A., Lewis, Michael C., Malcolm, Richard J..
Application Number | 20030159952 10/371231 |
Document ID | / |
Family ID | 27760486 |
Filed Date | 2003-08-28 |
United States Patent
Application |
20030159952 |
Kind Code |
A1 |
Lewis, Michael C. ; et
al. |
August 28, 2003 |
Marketing method and device
Abstract
A marketing device in the form of a container, which may be, for
example, a bottle, contains a novelty item. The novelty item may be
removed from the container by disengaging an engagement mechanism.
The container containing a novelty item may be grouped with one or
more like-shaped containers and marketed as a grouping such as, for
example, a six-pack or case.
Inventors: |
Lewis, Michael C.; (East
Brunswick, NJ) ; Malcolm, Richard J.; (New
Providence, NJ) ; Adkins, Mark A.; (East Brunswick,
NJ) |
Correspondence
Address: |
FOLEY AND LARDNER
SUITE 500
3000 K STREET NW
WASHINGTON
DC
20007
US
|
Assignee: |
Team Beans, LLC
|
Family ID: |
27760486 |
Appl. No.: |
10/371231 |
Filed: |
February 24, 2003 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
|
|
60358311 |
Feb 22, 2002 |
|
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Current U.S.
Class: |
206/217 ;
206/457; 53/445; 53/467 |
Current CPC
Class: |
B65D 1/0223 20130101;
B65D 23/00 20130101; B65D 11/04 20130101; B65D 23/12 20130101 |
Class at
Publication: |
206/217 ;
206/457; 53/445; 53/467 |
International
Class: |
B65D 077/00 |
Claims
What is claimed is:
1. A marketing device comprising: a novelty container having a top
portion and a bottom portion, wherein the top portion is adapted to
be attached to the bottom portion by means of an engagement
mechanism, and wherein the engagement mechanism is selected from
the group consisting of a male threaded-female threaded engagement,
a hinge-latch engagement, shrink wrap, a snap engagement, a
pull-tab engagement, Velcro, and a combination of any one or more
of these engagement mechanisms; and a novelty item housed in the
novelty container, wherein at least a portion of the novelty item
is adapted to be housed in the top or bottom portion of the novelty
container, wherein the other of the top or bottom portion is
adapted to house the remainder of the novelty item so that when the
engagement mechanism is engaged, the novelty item will be housed in
the novelty container, and wherein the top portion has an opening
through which the novelty item can not readily fit.
2. The marketing device according to claim 1, further comprising: a
removable protective device adapted to maintain the engagement
mechanism in an engaged orientation.
3. The marketing device according to claim 2, wherein the
protective device is selected from the group consisting of tape,
plastic wrap, adhesive, and shrink wrap.
4. The marketing device according to claim 1, further comprising: a
plurality of like-shaped containers, wherein the like-shaped
containers are substantially identical in shape to the novelty
container except that the top and bottom portions of the
like-shaped containers are integrally formed without a like
engagement mechanism.
5. The marketing device according to claim 4, wherein each of the
like-shaped containers houses fluid.
6. The marketing device according to claim 4, further comprising: a
holder adapted to fix the orientation of the novelty container and
the like-shaped containers substantially.
7. The marketing device according to claim 6, wherein the holder is
selected from the group consisting of a box, shrink wrap, and a
plastic ring holder.
8. The marketing device according to claim 6, wherein the
like-shaped containers house fluid.
9. A method of marketing a product, the method comprising the steps
of: providing a novelty container having a top portion and a bottom
portion; placing at least a portion of a novelty item in either the
top or the bottom portion of the novelty container, wherein the top
portion has an opening through which the novelty item can not
readily fit; encasing the novelty item in the novelty container by
engaging the top or the bottom portion of the novelty container
housing the at least a portion of the novelty item with the other
of the top and bottom portion; and engaging an engagement mechanism
to fix the top portion of the novelty container to the bottom
portion of the novelty container, wherein the engagement mechanism
is selected from the group consisting of a male threaded-female
threaded engagement, a hinge-latch engagement, shrink wrap, a snap
engagement, a pull-tab engagement, Velcro, and a combination of any
one or more of these engagement mechanisms.
10. The method of marketing a product according to claim 9, further
comprising the step of: maintaining the engagement mechanism in an
engaged orientation by using a removable protective device.
11. The method of marketing a product according to claim 10,
wherein the protective device is selected from the group consisting
of tape, plastic wrap, adhesive, and shrink wrap.
12. The method of marketing a product according to claim 9, further
comprising the steps of: providing a plurality of like-shaped
containers, wherein the like-shaped containers are substantially
identical in shape to the novelty container except that the top and
bottom portions of the like-shaped containers are integrally formed
without a like engagement mechanism; and fixing substantially the
orientation of the novelty container and the like-shaped containers
with a holder.
13. The method of marketing a product according to claim 12,
wherein the holder is selected from the group consisting of a box,
shrink wrap, and a plastic ring holder.
14. The method of marketing a product according to claim 12,
wherein the like-shaped containers house fluid.
15. A marketing device comprising: a novelty container having a top
portion and a bottom portion, wherein the top portion is adapted to
be attached to the bottom portion by means of an engagement
mechanism; a plurality of like-shaped containers, wherein the
like-shaped containers are substantially identical in shape to the
novelty container except that the top and bottom portions of the
like-shaped containers are integrally formed without a like
engagement mechanism; and a novelty item housed in the novelty
container, wherein the top portion has an opening through which the
novelty item can not readily fit, wherein at least a portion of the
novelty item is adapted to be housed in the top or bottom portion
of the novelty container, and wherein the other of the top or
bottom portion is adapted to house the remainder of the novelty
item so that when the engagement mechanism is engaged, the novelty
item will be housed in the novelty container.
16. The marketing device according to claim 15, wherein the
engagement mechanism is selected from the group consisting of a
male threaded-female threaded engagement, a hinge-latch engagement,
shrink wrap, a snap engagement, a pull-tab engagement, Velcro, and
a combination of any one or more of these engagement
mechanisms.
17. The marketing device according to claim 15, further comprising:
a removable protective device adapted to maintain the engagement
mechanism in an engaged orientation.
18. The marketing device according to claim 17, wherein the
protective device is selected from the group consisting of tape,
plastic wrap, adhesive, and shrink wrap.
19. The marketing device according to claim 15, wherein each of the
like-shaped containers houses fluid.
20. The marketing device according to claim 15, further comprising:
a holder adapted to fix the orientation of the novelty container
and the like-shaped containers substantially.
21. The marketing device according to claim 20, wherein the holder
is selected from the group consisting of a box, shrink wrap, and a
plastic ring holder.
22. A marketing device comprising: a novelty container having a
window therein, wherein the window is adapted to be closed by a
cover via an engagement mechanism; a plurality of like-shaped
containers, wherein the like-shaped containers are substantially
identical in shape to the novelty container except the like-shaped
containers lack a corresponding window and cover; and a novelty
item housed in the novelty container, wherein the container has an
opening through which the novelty item can not readily fit.
23. The marketing device according to claim 22, wherein the
engagement mechanism is selected from the group consisting of a
male threaded-female threaded engagement, a hinge-latch engagement,
shrink wrap, a snap engagement, a pull-tab engagement, Velcro, and
a combination of any one or more of these engagement
mechanisms.
24. The marketing device according to claim 22, further comprising:
a removable protective device adapted to maintain the engagement
mechanism in an engaged orientation.
25. The marketing device according to claim 24, wherein the
protective device is selected from the group consisting of tape,
plastic wrap, adhesive, and shrink wrap.
26. The marketing device according to claim 22, wherein each of the
like-shaped containers houses fluid.
27. The marketing device according to claim 22, further comprising:
a holder adapted to fix the orientation of the novelty container
and the like-shaped containers substantially.
28. The marketing device according to claim 27, wherein the holder
is selected from the group consisting of a box, shrink wrap, and a
plastic ring holder.
Description
CROSS-REFERENCE TO RELATED APPLICATIONS
[0001] This application claims priority to U.S. Provisional Patent
Application Serial No. 60/358,311, filed on Feb. 22, 2002, the
contents of which are hereby incorporated by reference.
BACKGROUND OF THE INVENTION
[0002] Description of the Related Art
[0003] Historically, vendors have frequently tried various ploys to
entice a consumer to buy their products. For example, many have
used neon signs, billboards, celebrity endorsements, etc. In the
beverage industry, these efforts have often involved enhancing the
nature of the product (e.g., diet beverages), providing bulk
discounts (e.g., selling by the case, i.e., a twenty-four pack),
and/or providing goods in conjunction with the beverage by
advertising on the beverage container (e.g., "this can is may be
redeemed for a $5 discount on the cost of admission to a local
theme park"). Another example is detailed in U.S. Pat. Nos.
4,911,320, 5,056,681, and 5,439,103 which describe what on the
outside appear to be beverage cans but which in actuality contain a
prize which is dispensed when the cans are opened; the marketing
ploy being a chance to win a prize.
[0004] Unfortunately, these marketing approaches have various
proven shortcomings. For example, first, with respect to attempts
to enhance the product or provide bulk discounts, it is difficult
to gain an advantage over competitors as such competitors can also
enhance their products and/or provide bulk discounts. Second, with
respect to beverage can advertising, consumers are often unmoved by
the advertisement as they recognize that they are unlikely to enjoy
the benefits of the advertisement (i.e., they are unlikely to
travel to a promoted theme park). Third, with respect to the prize
dispensers, the public is often unmoved by such gimmicks due to the
unlikelihood of winning a prize.
[0005] Accordingly, what is needed is a marketing device and method
which is adapted to entice consumers into making a purchase and
which addresses one or more of the aforementioned shortcomings.
SUMMARY OF THE INVENTION
[0006] The invention herein contains multiple embodiments including
one embodiment of a marketing device which includes a novelty
container and a novelty item housed in the novelty container. In
this embodiment, the novelty container has a top portion and a
bottom portion, wherein the top portion is adapted to be attached
to the bottom portion by means of an engagement mechanism. The
engagement mechanism is selected from the group consisting of a
male threaded-female threaded engagement, a hinge-latch engagement,
shrink wrap, a snap engagement, a pull-tab engagement, Velcro, and
a combination of any one or more of these engagement mechanisms. At
least a portion of the novelty item is adapted to be housed in the
top or bottom portion of the novelty container whereas the other of
the top or bottom portion is adapted to house the remainder of the
novelty item so that when the engagement mechanism is engaged, the
novelty item will be housed in the novelty container. In addition,
the top portion has an opening through which the novelty item can
not readily fit.
[0007] In a further embodiment of the marketing device, the device
may include a removable protective device adapted to maintain the
engagement mechanism in an engaged orientation. Further, the
protective device may be selected from the group consisting of
tape, plastic wrap, adhesive, and shrink wrap.
[0008] In another further embodiment of the marketing device, the
device may include a plurality of like-shaped containers. The
like-shaped containers may be substantially identical in shape to
the novelty container except that the top and bottom portions of
the like-shaped containers may be integrally formed without a like
engagement mechanism. In addition, each of the like-shaped
containers may house fluid such as, for example, a beverage.
Additionally, or alternatively, the marketing device may also
include a holder adapted to fix the orientation of the novelty
container and the like-shaped containers substantially. Further, if
included, the holder may be selected from the group consisting of a
box, shrink wrap, and a plastic ring holder.
[0009] The invention also contemplates a method of marketing a
product. This method includes: (a) providing a novelty container
having a top portion and a bottom portion; (b) placing at least a
portion of a novelty item in either the top or the bottom portion
of the novelty container, wherein the top portion has an opening
through which the novelty item can not readily fit; (c) encasing
the novelty item in the novelty container by engaging the top or
the bottom portion of the novelty container housing the at least a
portion of the novelty item with the other of the top and bottom
portion; and (d) engaging an engagement mechanism to fix the top
portion of the novelty container to the bottom portion of the
novelty container, wherein the engagement mechanism is selected
from the group consisting of a male threaded-female threaded
engagement, a hinge-latch engagement, shrink wrap, a snap
engagement, pull-tab engagement, Velcro, and a combination of any
one or more of these engagement mechanisms.
[0010] In a further embodiment of the method, the method may
include: (e) maintaining the engagement mechanism in an engaged
orientation by using a removable protective device. Moreover, the
protective device may be selected from the group consisting of
tape, plastic wrap, adhesive, and shrink wrap.
[0011] In another further embodiment of the method, the method may
include: (e) providing a plurality of like-shaped containers,
wherein the like-shaped containers are substantially identical in
shape to the novelty container except that the top and bottom
portions of the like-shaped containers are integrally formed
without a like engagement mechanism; and (f) fixing substantially
the orientation of the novelty container and the like-shaped
containers with a holder. Further, the holder may be selected from
the group consisting of a box, shrink wrap, and a plastic ring
holder. Additionally, or alternatively, the like-shaped containers
may house fluid.
[0012] The invention also contemplates a marketing device including
a novelty container, a plurality of like-shaped containers, and a
novelty item housed in the novelty container. In this embodiment,
the novelty container has a top portion and a bottom portion which
are adapted to be attached by means of an engagement mechanism. The
like-shaped containers are substantially identical in shape to the
novelty container except that the top and bottom portions of the
like-shaped containers are integrally formed without a like
engagement mechanism. At least a portion of the novelty item is
adapted to be housed in the top or bottom portion of the novelty
container whereas the other of the top or bottom portion is adapted
to house the remainder of the novelty item so that when the
engagement mechanism is engaged, the novelty item will be housed in
the novelty container. In addition, the top portion has an opening
through which the novelty item can not readily fit.
[0013] In a further embodiment of this marketing device, the
engagement mechanism may be selected from the group consisting of a
male threaded-female threaded engagement, a hinge-latch engagement,
shrink wrap, a snap engagement, a pull-tab engagement, Velcro, and
a combination of any one or more of these engagement
mechanisms.
[0014] In another further embodiment of this marketing device, the
device may also include a removable protective device adapted to
maintain the engagement mechanism in an engaged orientation.
Further, the protective device may be selected from the group
consisting of tape, plastic wrap, adhesive, and shrink wrap.
[0015] In another further embodiment of this marketing device, each
of the like-shaped containers may house fluid.
[0016] In another further embodiment of this marketing device, the
device may also include a holder adapted to fix the orientation of
the novelty container and the like-shaped containers substantially.
Further, the holder may be selected from the group consisting of a
box, shrink wrap, and a plastic ring holder.
[0017] The invention also contemplates a market device which
includes a novelty container having a window therein, wherein the
window is adapted to be closed by a cover via an engagement
mechanism. This embodiment also includes a plurality of like-shaped
containers, wherein the like-shaped containers are substantially
identical in shape to the novelty container except the like-shaped
containers lack a corresponding window and cover. In addition, this
embodiment includes a novelty item housed in the novelty container.
In addition, the container has an opening through which the novelty
item can not readily fit.
[0018] In a further embodiment of this marketing device, the
engagement mechanism may be selected from the group consisting of a
male threaded-female threaded engagement, a hinge-latch engagement,
shrink wrap, a snap engagement, a pull-tab engagement, Velcro, and
a combination of any one or more of these engagement
mechanisms.
[0019] In another further embodiment of this marketing device, the
device may also include a removable protective device adapted to
maintain the engagement mechanism in an engaged orientation. For
example, the protective device may be selected from the group
consisting of tape, plastic wrap, adhesive, and shrink wrap.
[0020] In another further embodiment of this marketing device, each
of the like-shaped containers may house fluid.
[0021] In another further embodiment of this marketing device, the
device may include a holder adapted to fix the orientation of the
novelty container and the like-shaped containers substantially. For
example, the holder may be selected from the group consisting of a
box, shrink wrap, and a plastic ring holder.
[0022] These and other features, aspects, and advantages of the
present invention will become more apparent from the following
description, appended claims, and accompanying exemplary
embodiments shown in the drawings.
BRIEF DESCRIPTION OF THE DRAWINGS
[0023] The accompanying drawings, which are incorporated in and
constitute a part of the specification, illustrate various
embodiments of the invention and together with the description,
serve to explain the principles of the invention.
[0024] FIG. 1A is a depiction of an embodiment of a container
having a novelty item therein, wherein the novelty item was
inserted into the container, and wherein the novelty item is
maintained in the container by a male-threaded/female-threaded
engagement mechanism which joins together top and bottoms portions
of the container;
[0025] FIG. 1B is a depiction of an alternate embodiment of a
container having a novelty item therein, wherein the novelty item
was inserted into the container, and wherein the novelty item is
maintained in the container by a hinge/latch engagement mechanism
which joins together top and bottom portions of the container;
[0026] FIG. 2 is a depiction of a holder maintaining the
orientation of a container of the type shown in FIG. 1 with respect
to a plurality of like-shaped containers;
[0027] FIG. 3 is a break-away depiction of an alternate embodiment
holder maintaining the orientation of a container of the type shown
in FIG. 1 with respect to a plurality of like-shaped
containers;
[0028] FIG. 4 is a depiction of an alternate embodiment container
with a novelty item therein, the novelty item having been inserted
via an opening provided in the body of the container and maintained
therein by an engagement mechanism.
DETAILED DESCRIPTION
[0029] As will be later discussed in detail with respect to the
figures, the present invention addresses both a novel container
having any type of novelty, premium, promotional, or retail item
("novelty item") therein and a method of marketing a product using
a novelty item containing container. The novelty item may be
anything that can be inserted into the container. For example, the
novelty item may be a type of toy, a figure, a game, a gadget, etc.
The purpose of the novelty item is to serve as an attraction to a
grouping of a plurality of like-shaped containers. Accordingly, the
novelty item should be something of appeal to a consumer who would
be interested in buying the grouping of the plurality of
like-shaped containers.
[0030] One aspect of the present invention includes a technique and
structure for opening a novelty item containing container to create
an opening through which the novelty item may be inserted into (and
removed from) the container. Another aspect of the invention
addresses combining the novelty item containing container with
other like-shaped containers so that the grouping can be sold as a
unit, wherein the novelty item is designed to entice a purchaser
into buying the grouping. Finally, the invention also addresses a
method of marketing a product using a novelty item containing
container.
[0031] Reference will now be made in detail to presently preferred
embodiments of the invention, which are illustrated in the
drawings. An effort has been made to use the same reference numbers
throughout the drawings to refer to the same or like parts.
[0032] FIG. 1A depicts an embodiment of a container 101 with a
novelty item 105 therein. The novelty item 105 was inserted into
the container 101 and was maintained therein by a
male-threaded/female-threaded engagement mechanism 110 which joins
together top 107 and bottom 109 portions of the container 101, as
later described in detail.
[0033] Although the container 101, as shown, is transparent, it may
be opaque. Further, although the container 101 is shown as being in
the shape of a soft drink bottle having a cap 103 covering an
opening (not shown) through which the novelty item can not readily
fit (i.e., the item can not be inserted or removed without being
altered, e.g., compressed, rolled, folded, etc.), such a cap 103 is
unnecessary. Moreover, the container 101 may have any number of
shapes such as, for example, the shape of a spray bottle commonly
used for sports drinks, or other container. In addition, the
container 101 may be formed of a material including, for example,
plastic, glass, aluminum, or other material suitable for housing a
novelty item 105.
[0034] The engagement mechanism 110 is provided in the body portion
of the container 101 and is preferably positioned toward a lower
end of the container 101, so that it is less noticeable. In
addition, the preferred mechanism by which an upper portion 107 of
the container 101 is engaged with a lower portion 109 of the
container 101 is a male-threaded/female-threaded screw
relationship.
[0035] It should be readily apparent that the male-threads 111 of
the engagement mechanism may be provided on either the bottom edge
of the top portion 107 (as shown) or the top edge of the bottom
portion 109. Of course, whichever portion 107, 109 has the male
threads 111 of the engagement will dictate that the other portion
107, 109 have correspondingly sized female threads 112. In this
relationship, the top portion 107 will screw onto the bottom
portion 109 in a manner similar to putting a lid on a jar.
[0036] Although the male-threaded/female-threaded engagement is
preferred, other engagement mechanisms may be employed. For
example, a hinge 114 and latch 116 engagement mechanism could be
used to close an alternate embodiment container 102, as shown in
FIG. 1B. Of course, other engagement mechanisms are possible such
as, for example, a snap lock, Velcro, adhesive, a pull tab of the
type commonly found on delivery packages, compact discs, and packs
of gum, etc. Accordingly, the method by which the container 101 is
opened and closed is not limited to any particular method and
corresponding structure.
[0037] Regardless of the engagement mechanism employed, it may be
protected by a removable protective device 140. The protective
device 140, which is designed to inhibit opening of the container
101, may be for example, tape, plastic wrap, adhesive, shrink wrap,
etc. The protective device 140 may be employed during marketing to
prevent (or at least inhibit) theft of the novelty item 105 in a
container 101 open to the public, such as if the container 101 were
located on a store shelf.
[0038] FIG. 2 is a depiction of a holder 250 maintaining the
orientation of a container 101 of the type shown in FIG. 1A with
respect to a plurality of like-shaped containers 201. As shown, the
holder 250 is a ring holder which is preferably formed of plastic.
The ring holder 250 maintains six containers 101, 201 in a known
six-pack 200 orientation. In addition, each of the like-shaped
containers 201 is adapted to contain a beverage such as, for
example, a soft drink, juice, or sports drink. Accordingly, five
beverage containing containers 201 could be sold with one novelty
item 105 containing container 101 as a six-pack.
[0039] It should be readily apparent that the six-pack 200 is
merely an example of a plurality of containers 101, 201. The
present invention is not limited to a six-pack. For example, as
shown in FIG. 3, an alternate embodiment holder 350 in the form of
a box may be provided which will hold, for example, twenty-four
containers 101, 201 in the form of a case 300. By way of another
example, the holder could be shrink wrap encompassing any number of
containers 101, 201. Further, any other structure which
substantially immobilizes the containers 101, 201 could be
used.
[0040] FIGS. 2 and 3 illustrate a marketing method of selling a
plurality of containers 101, 201 that are grouped in some way with
respect to each other. One container 101 contains a novelty item
105 and is grouped by a holder 250, 350 to a plurality of
like-shaped containers 201. By including one container 101 having a
novelty item 105 therein, the grouping 200, 300 may be more
attractive to consumers than a similar grouping which does not
include a container 101 having a novelty item 105 therein.
Accordingly, the container 101 having the novelty item 105 therein
acts as an inducement for consumers to purchase a grouping 200, 300
of like-shaped containers 201.
[0041] FIG. 4 is a depiction of an alternate embodiment container
301 with a novelty item 105 therein. In this embodiment, the
novelty item 105 is inserted into the container 301 via an opening
("window") 320 provided in the body of the container 301. Unlike
the aforementioned two-portion 107, 109 embodiments, in this
embodiment, the container 301 is integrally formed and is provided
with a cover 322 adapted to close the window 320. To insert the
novelty item 105, it is passed through window 320 while the window
320 is not covered by the cover 322. When the novelty item 105 is
housed within the container 301, the cover 322 may be affixed to
the window by an engagement mechanism.
[0042] As shown, the window 320 of the container 301 may be closed
by hingedly connecting the cover 322 to the container 301 by one or
more hinges 324. Further, the cover may be maintained in a closed
position by an engagement mechanism which may include a latch 326.
It should be readily apparent that a hinge/latch connection is not
essential. Rather, the window 320 may be closed by a number of
alternate methods such as, for example, a snap-lock engagement,
adhesive, etc.
[0043] It also should be apparent that the window 320 does not need
to be formed toward the bottom of the container 301. Rather, it can
be provided in the middle of the container 310, as shown. However,
to hide the window 320, it could be provided in an underside of the
container 301, provided the shape of the underside of the container
301 is conducive to such an arrangement. Finally, like the other
embodiments, a protective device (not shown in FIG. 4) such as, for
example, tape, plastic wrap, adhesive, and shrink wrap, could be
provided to maintain the window 320 in a closed orientation.
[0044] Although the aforementioned describes preferred embodiments
of the invention, the invention is not so restricted. It will be
apparent to those skilled in the art that various modifications and
variations can be made to the disclosed preferred embodiments of
the present invention without departing from the scope or spirit of
the invention.
[0045] In addition, although the aforementioned embodiments address
beverage containers, the invention is not limited to beverages.
Rather, the invention could be employed to market other items such
as, for example, tennis balls, food stuffs, etc. Accordingly, it
should be understood that the apparatus and method described herein
are illustrative only and are not limiting upon the scope of the
invention, which is indicated by the following claims.
* * * * *