U.S. patent application number 10/295790 was filed with the patent office on 2004-05-20 for food containers formed with one or more pop-out surface portions including advertising indicia and method of manufacturing the same.
Invention is credited to Longo, Robert J..
Application Number | 20040094610 10/295790 |
Document ID | / |
Family ID | 32297300 |
Filed Date | 2004-05-20 |
United States Patent
Application |
20040094610 |
Kind Code |
A1 |
Longo, Robert J. |
May 20, 2004 |
Food containers formed with one or more pop-out surface portions
including advertising indicia and method of manufacturing the
same
Abstract
A food container formed with one or more detachable surface
portions (e.g., pop-outs) bearing advertising or promotional
indicia and a method of manufacturing the same. In various
embodiments of the present invention, the one or more pop-out
surface portions are shaped such that they can be fitted together
to form a three-dimensional object (such as a toy, model, or animal
figure).
Inventors: |
Longo, Robert J.; (Playa Del
Rey, CA) |
Correspondence
Address: |
HENRICKS SLAVIN AND HOLMES LLP
SUITE 200
840 APOLLO STREET
EL SEGUNDO
CA
90245
|
Family ID: |
32297300 |
Appl. No.: |
10/295790 |
Filed: |
November 14, 2002 |
Current U.S.
Class: |
229/116.1 |
Current CPC
Class: |
B65D 81/368 20130101;
A63H 3/005 20130101; B65D 5/425 20130101; A63H 33/16 20130101 |
Class at
Publication: |
229/116.1 |
International
Class: |
A63H 033/00 |
Claims
I claim:
1. A food container, comprising: a single-piece folded box suitable
for storing food, the box being formed with one or more pop-out
surface portions at least one of which bears advertising
indicia.
2. The food container of claim 1, wherein the box is formed with
corrugated cardboard.
3. The food container of claim 1, wherein the box is a pizza
box.
4. The food container of claim 1, wherein the one or more pop-out
surface portions are shaped such that they can be fitted together
to form a three-dimensional object.
5. The food container of claim 4, wherein the three-dimensional
object is a toy.
6. The food container of claim 4, wherein the three-dimensional
object is a model.
7. The food container of claim 4, wherein the three-dimensional
object is an animal figure.
8. The food container of claim 1, wherein the advertising indicia
pertain to a business entity other than a retail seller of food who
is using the box to package food.
9. The food container of claim 1, wherein the advertising indicia
pertain to goods or services other than those provided by a retail
seller of food who is using the box to package food.
10. The food container of claim 1, wherein the advertising indicia
pertain to an event or other promotion unaffiliated with business
operations conducted by a retail seller of food who is using the
box to package food.
11. The food container of claim 1, wherein the advertising indicia
pertain to a retail seller of food who is using the box to package
food.
12. The food container of claim 1, wherein the advertising indicia
pertain to goods or services provided by a retail seller of food
who is using the box to package food.
13. The food container of claim 1, wherein the advertising indicia
pertain to an event or other promotion affiliated with business
operations conducted by a retail seller of food who is using the
box to package food.
14. A food container, comprising: a corrugated cardboard pizza box,
the box being formed with one or more pop-out members bordered by
cuts, scores and/or perforations in the box, at least one surface
of the pop-out members including advertising indicia.
15. The food container of claim 12, wherein the one or more pop-out
members are shaped such that they can be fitted together to form a
three-dimensional object.
16. The food container of claim 15, wherein the three-dimensional
object is a toy.
17. The food container of claim 15, wherein the three-dimensional
object is a model.
18. The food container of claim 15, wherein the three-dimensional
object is an animal figure.
19. The food container of claim 14, wherein the advertising indicia
pertain to a business entity other than a retail seller of food who
is using the box to package food.
20. The food container of claim 14, wherein the advertising indicia
pertain to goods or services other than those provided by a retail
seller of food who is using the box to package food.
21. The food container of claim 14, wherein the advertising indicia
pertain to an event or other promotion unaffiliated with business
operations conducted by a retail seller of food who is using the
box to package food.
22. The food container of claim 14, wherein the advertising indicia
pertain to a retail seller of food who is using the box to package
food.
23. The food container of claim 14, wherein the advertising indicia
pertain to goods or services provided by a retail seller of food
who is using the box to package food.
24. The food container of claim 14, wherein the advertising indicia
pertain to an event or other promotion affiliated with business
operations conducted by a retail seller of food who is using the
box to package food.
25. A method of manufacturing food containers including pop-outs
for presenting advertisements to purchasers of food packaged in the
food containers, the method comprising the steps of: applying
advertising indicia to one or more portions of a plurality of
flat-form corrugated sheets; and cutting through the corrugated
sheets to form a box design and cutting, scoring and/or perforating
along borders of the one or more portions to form one or more
pop-outs for each box design.
26. The method of manufacturing food containers of claim 25,
further comprising the step of: shrink-wrapping the printed and cut
corrugated sheets in bundles and palletizing the bundles for
delivery.
Description
BACKGROUND OF THE INVENTION
[0001] Tens of billions of dollars are spent on advertising and
promotion in the United States each year. There are numerous
advertising mediums (i.e., print, broadcast, outdoor, Internet,
direct-mail, event sponsorship, etc.). By employing these methods,
marketers strive to cut through the clutter of ads that bombard
consumers in an effort to create top-of-mind awareness for their
brand's features and benefits. Nonetheless, most advertising
industry experts agree that large portions of advertising budgets
(about 50% according to industry sage, David Ogilvy) are wasted.
(It stands to reason that if you are only one of dozens of ads in a
two or three hundred page magazine, your message can easily be
overlooked.)
[0002] In the area of promotion spending, marketers experience
similar unfavorable results. In fact, according to the latest data
from CMS, Inc., a leader in the area of promotion research, only
about 1% of the 333 billion coupons distributed in 2001 were
redeemed (a decline of 11% versus coupon redemption levels for the
previous year).
[0003] The advertising and promotion industry is clearly in need of
a new and improved method to enhance desired effects on consumers.
In particularly, it would be desirable to be able to reinforce a
brand's image or usage, extend the life of a brand's advertisement
and/or increase the level of interaction the consumer has with a
brand's advertising.
BRIEF DESCRIPTION OF THE DRAWINGS
[0004] Detailed description of embodiments of the invention will be
made with reference to the accompanying drawings:
[0005] FIG. 1 is a perspective view of an exemplary food container
including pop-outs for presenting advertisements to purchasers of
food packaged in the food container;
[0006] FIG. 2 shows the food container of FIG. 1 with the pop-outs
separated from the top surface of the food container;
[0007] FIG. 3 illustrates steps of a procedure for assembling the
pop-outs of FIG. 2 into a three-dimensional object, namely, a model
airplane toy;
[0008] FIG. 4 is a perspective view of another exemplary food
container including pop-outs for presenting advertisements to
purchasers of food packaged in the food container;
[0009] FIG. 5 shows the food container of FIG. 4 with the pop-outs
separated from the top surface of the food container;
[0010] FIG. 6 illustrates steps of a procedure for assembling the
pop-outs of FIG. 5 into a three-dimensional object, namely, a cow
figurine; and
[0011] FIG. 7 is a flowchart showing major steps of an exemplary
method of manufacturing food containers including pop-outs for
presenting advertisements to purchasers of food packaged in the
food containers.
DETAILED DESCRIPTION
[0012] The following is a detailed description of the best
presently known mode of carrying out the invention. This
description is not to be taken in a limiting sense, but is made
merely for the purpose of illustrating the general principles of
the invention.
[0013] The articles and methods of the present invention generally
involve providing advertising and/or promotional messages on unique
"platforms" that do not (typically) carry advertising or
promotional messages and that are on display among desired
consumers for extended periods of time. Exemplary platforms
include, but are not limited to, corrugated, paperboard or
chipboard boxes used for packaging and/or delivering food (e.g.,
pizza, donuts, etc.)
[0014] According to the present invention, consumer interaction
with an advertised or promoted brand and/or brand logo is increased
by providing the consumer with a desirable object such as a toy or
"premium" (e.g., airplane, truck, game, puzzle, robot, action
figure, brand or advertising mascot, etc.) that is part and parcel
of the advertisement or promotional message. By way of example,
such a toy or premium bearing marketing indicia is formed as a part
of, but is easily detachable from, the platform. In various
embodiments of the present invention, a food container is formed
with a plurality of detachable surface portions, one or more of
which include marketing indicia. The surface portions (or pieces)
are formed such that the consumer can easily assemble the pieces
into a three-dimensional object once they are detached from the
food container.
[0015] The present invention facilitates extended consumer exposure
to marketing vis--vis the enhanced level of consumer interactivity
that results from detaching, assembling, viewing and perhaps even
keeping and repeatedly viewing the pieces of the three-dimensional
objects bearing the marketer's advertising and/or promotional
message (rather than simply discarding the food container, as in
the usual case with used containers). The present invention also
provides "value-added" to an otherwise single-use container.
[0016] Referring to FIG. 1, according to an exemplary embodiment of
the present invention, a food container 100 is formed with a
plurality of detachable surface sections (i.e., pop-outs) one or
more of which bear advertising indicia. The food container 100 is a
pizza box formed, for example, from corrugated cardboard,
paperboard or chipboard. It should be appreciated, however, that
the principles of the present invention are also applicable to
other types of food containers (e.g., boxes designed to accommodate
other types of food), and that materials other than those
explicitly disclosed herein can also be used to form the food
containers of the present invention.
[0017] In the illustrated exemplary embodiment, the pop-outs are
formed within a top surface 102 of the food container 100 as shown
and include a fuselage section 104, an upper wing section 106, a
lower wing section 108, a tail section 110, and a propeller section
112. The fuselage section 104 is a two-sided piece formed with
complementary slits 114 in its center portion and complementary
slits 115 in its tail portion. After the fuselage section 104 is
detached from the food container 100, the consumer can fold it in
two along the fuselage bottom edge 116 such that the pairs of
advertising indicia 118 and 120 can be seen on opposite sides of
the fuselage section 104. The upper wing section 106 is formed with
a pair of slits 122 and bears advertising indicia 124 as shown. The
lower wing section 108 is formed with a pair of flaps 126, a pair
of struts 128, and a pair of wheels 130. Each of the flaps 126 is
defined by a pair of opposing cut lines 132 and a fold line 134
(shown with a dashed line). Each of the struts 128 is defined by a
pair of opposing cut lines 136 and a fold line 138. Each of the
wheels 130 is defined by a cut line 140.
[0018] In the illustrated exemplary embodiment, advertising indicia
are provided on the fuselage section 104 and on the upper wing
section 106. It should be appreciated, however, that the
advertising indicia can comprise one or more different
advertisements, promotions, etc. and that the number and
positioning of the advertising indicia can be adjusted or modified
depending upon the particular nature of the advertising indicia as
well as upon the particular design of the three-dimensional object
which, in turn, determines which pop-out sections are most visible
after they have been assembled (as discussed below) into the
three-dimensional object.
[0019] Exemplary advertising indicia comprise a logo, design,
image, symbol, text or any combination of these. The advertising
indicia can, but do not necessarily, pertain to one or more of the
following: a business entity other than a retail seller of food who
is using the food container to package food, goods or services
other than those provided by a retail seller of food who is using
the food container to package food, and an event or other promotion
unaffiliated with business operations conducted by a retail seller
of food who is using the food container to package food. It should
also be understood that, in other embodiments of the present
invention, the advertising indicia pertain to: a retail seller of
food who is using the food container to package food, goods or
services provided by a retail seller of food who is using the food
container to package food, and/or an event or other promotion
affiliated with business operations conducted by a retail seller of
food who is using the food container to package food.
[0020] A die cutter or the like is used to form, in a flat, a
series of scores of various depths. Complete (through and through)
cuts are made at the trim edges of the food container 100. Partial
scores are made to the individual pieces 104, 106, 108, 110, and
112 of the premium in order to facilitate easy detachment (as shown
in FIG. 2), either by hand or with scissors, by the consumer.
[0021] FIG. 3 illustrates steps of a procedure for assembling the
pop-outs of FIG. 2 into a three-dimensional object, namely, a model
airplane toy 200. Step 1. Fold the fuselage section 104 along its
bottom edge 116 to form the two-sided piece as illustrated, and
punch out the slits 114, 115. Step 2. Punch out the slits 122 in
the upper wing section 106 (these slits used to house the struts
128 of the lower wing section 108. Step 3. Cut the flaps 126,
struts 128 and wheels 130 and their respective cut lines 132, 136
and 140 (without cutting the fold lines 134 and 138). Step 4.
Insert the tail section 110 and the lower wing section 108 into the
fuselage section 104, and attach the propeller section 112 with a
pin as shown. Step 5. Place the upper wing section 106 over the
lower wing section 108 and insert the struts 128 into the slits 122
on the upper wing section 106. Step 6. Fold out the flaps 126 and
the wheels 130. Assembly directions, such as those provided in FIG.
3, can also be printed on (or otherwise provided to the consumer)
with the food container 100.
[0022] Various three-dimensional shapes and figures such as
airplanes, trucks, games, puzzles, action figures, brand mascots or
other items that carry an advertised brand's logo, or other
advertising or promotional indicia, also fall within the scope of
the present invention.
[0023] Referring to FIG. 4, according to another exemplary
embodiment of the present invention, a food container 400 is formed
with a plurality of detachable surface sections (i.e., pop-outs)
one or more of which bear advertising indicia. As with the
embodiment described with reference to FIGS. 1-3, the food
container 400 is a pizza box formed, for example, from corrugated
cardboard, paperboard or chipboard. The pop-outs are formed within
a top surface 402 of the food container 400 as shown and include a
body section 404, a forward legs section 406, and a hind legs
section 408. The body section 404 is a two-sided piece formed with
complementary slits 410 in its forward portion and complementary
slits 412 in its hind portion. After the body section 404 is
detached from the food container 400, the consumer can fold it in
two along the body top edge 414 such that the pair of advertising
indicia 416 can be seen on opposite sides of the body section 404.
The forward legs section 406 is a two-sided piece formed with
adjoining complementary slits 418. Similarly, the hind legs section
408 is a two-sided piece formed with adjoining complementary slits
420. After the forward legs section 406 and the hind legs section
408 are detached from the food container 400, the consumer can fold
them in two along the top edges 422 and 424, respectively.
[0024] In the illustrated exemplary embodiment, advertising indicia
are provided on the body section 404 as described above. It should
be appreciated, however, that the advertising indicia can comprise
one or more different advertisements, promotions, etc. and that the
number and positioning of the advertising indicia can be adjusted
or modified depending upon the particular nature of the advertising
indicia. As with the previously described embodiment, exemplary
advertising indicia comprise a logo, design, image, symbol, text or
any combination of these. The advertising indicia can, but do not
necessarily, pertain to one or more of the following: a business
entity other than a retail seller of food who is using the food
container to package food, goods or services other than those
provided by a retail seller of food who is using the food container
to package food, and an event or other promotion unaffiliated with
business operations conducted by a retail seller of food who is
using the food container to package food.
[0025] A die cutter or the like is used to form, in a flat, a
series of scores of various depths. Complete (through and through)
cuts are made at the trim edges of the food container 400. Partial
scores are made to the individual pieces 404, 406, and 408 of the
premium in order to facilitate easy detachment (as shown in FIG.
5), either by hand or with scissors, by the consumer.
[0026] FIG. 6 illustrates steps of a procedure for assembling the
pop-outs of FIG. 5 into a three-dimensional object, namely, a cow
figurine 500. Step 1. Fold the body section 404 along its body top
edge 414 to form the two-sided piece as illustrated. Step 2. Fold
the forward legs section 406 and the hind legs section 408 at their
top edges 422 and 424, respectively. Step 3. Insert the forward
legs section 406 and the hind legs section 408 into the slits 410
and 412, respectively. Step 4. Display the resulting cow figurine
500. Assembly directions, such as those provided in FIG. 6, can
also be printed on (or otherwise provided to the consumer) with the
food container 400.
[0027] Thus, in an exemplary embodiment of the present invention, a
food container includes a single-piece folded box suitable for
storing food, the box being formed with one or more pop-out surface
portions at least one of which bears advertising indicia. In
another exemplary embodiment of the present invention, a food
container includes a corrugated cardboard pizza box, the box being
formed with one or more pop-out members bordered by cuts, scores
and/or perforations in the box, at least one surface of the pop-out
members including advertising indicia. In various embodiments of
the present invention, the one or more pop-out surface portions are
shaped such that they can be fitted together to form a
three-dimensional object (such as a toy, model, or animal figure).
As discussed above, in certain embodiments of the present
invention, the advertising indicia pertain to one or more of the
following: a business entity other than a retail seller of food who
is using the food container to package food, goods or services
other than those provided by a retail seller of food who is using
the food container to package food, and an event or other promotion
unaffiliated with business operations conducted by a retail seller
of food who is using the food container to package food. In other
embodiments, the advertising indicia pertain to: a retail seller of
food who is using the food container to package food, goods or
services provided by a retail seller of food who is using the food
container to package food, and/or an event or other promotion
affiliated with business operations conducted by a retail seller of
food who is using the food container to package food.
[0028] FIG. 7 is a flowchart showing major steps of an exemplary
method 700 of manufacturing food containers including pop-outs for
presenting advertisements to purchasers of food packaged in the
food containers. At step 702, flat-form sheets (e.g., corrugated
sheets) are fed into printing/drying stations. For example,
corrugated sheets in flat-form, which are made from a combination
of linerboard sheets laminated to a paper medium, are stacked in a
loading tray or feed section positioned at the start of the press.
At step 704, advertising indicia are applied to one or more
portions of the corrugated sheets at the printing/drying stations.
For example, ink is applied at the printing/drying stations to
create an image on what will become the outside surface of the food
container. The number of printing/drying stations is determined by
the number of colors being applied to the (corrugated) sheets,
typically, from one to as many as seven colors. It is at this stage
that the advertising or other indicia are applied to the
(corrugated) sheets. More specifically, at this stage, both the
graphics for the food container and the ad/promotional message to
be featured on the premium are printed. The sheets now exit the
final printing/drying station and, depending on the equipment used,
either: exit the printing press through a sheet ejector where they
are conveyed via a conveyor belt to be stacked on pallets by press
operators, or go directly (via an in-line process) to the
die-cutting station. The next step 706 generally involves cutting
through the (corrugated) sheets to form the food container (e.g.
box) design, and cutting, scoring and/or perforating along borders
of the one or more portions to form one or more pop-outs for each
food container design. For example, once the sheets arrive at the
cutting station, either as a separate step or in-line, they are
subjected to a series of rotary die-cutting blades where they are
simultaneously: cut-through to form the box design (with the trim
from the outer edges being removed); and cut, scored and/or
perforated in accordance with the indicia or advertising design. In
one embodiment of the present invention, these cuts, scores and
perforations are made in such a manner as to enable consumers to
easily "pop out" or remove the shapes from the box without the need
for scissors, knives or other tools. At optional step 708, the
printed and cut corrugated sheets are shrink-wrapped in bundles and
palletized for delivery.
[0029] Thus, in another exemplary embodiment of the present
invention, a method of manufacturing food containers including
pop-outs for presenting advertisements to purchasers of food
packaged in the food containers includes the steps of: applying
advertising indicia to one or more portions of a plurality of
flat-form corrugated sheets; and cutting through the corrugated
sheets to form a box design and cutting, scoring and/or perforating
along borders of the one or more portions to form one or more
pop-outs for each box design. In one embodiment of the present
invention, this method further includes the step of:
shrink-wrapping the printed and cut corrugated sheets in bundles
and palletizing the bundles for delivery.
[0030] Containers manufactured as described above are then shipped,
usually in flat form, to retail operators where they are
folded/constructed into a usable form depending on the primary
purpose of the container. For example, a box is constructed which
has various shapes that are ready to be popped, perfed or cut out
from the top panel by the consumer. After the initial/primary use
of the container, the consumer simply removes the pieces from the
top panel of the container and, following instructions provided,
assembles them into the three-dimensional premium. The container is
then discarded (e.g., recycled), while the three-dimensional
"premium" is used or displayed by the consumer, thereby serving to
communicate a specific advertising or promotional message on an
ongoing basis.
[0031] Although the present invention has been described in terms
of the embodiment(s) above, numerous modifications and/or additions
to the above-described embodiment(s) would be readily apparent to
one skilled in the art. It is intended that the scope of the
present invention extends to all such modifications and/or
additions.
* * * * *