U.S. patent application number 10/854072 was filed with the patent office on 2008-06-19 for cup containers having advertising media.
Invention is credited to Lejo C. Brana, Marcus L. Thuesen.
Application Number | 20080142394 10/854072 |
Document ID | / |
Family ID | 39525841 |
Filed Date | 2008-06-19 |
United States Patent
Application |
20080142394 |
Kind Code |
A1 |
Thuesen; Marcus L. ; et
al. |
June 19, 2008 |
Cup containers having advertising media
Abstract
Improved cup containers for products, especially single serve
products, are provided for. The novel containers comprise a cup
accommodating a product and lidding for the cup. The lidding
comprises one or more imprintable substrate sheets which
collectively provide a lid section and a message section connected
to the lid section. The lid section is sealed to the cup and
thereby defines a sealed volume accommodating the product therein.
The message section provides a substrate on which a message may be
imprinted. The lid section is provided on one of the lidding
substrate sheets. The message section is provided either on the
same substrate sheet as the lid section or on a separate substrate
sheet. Although connected to the lid section, the message section
is separable therefrom so that the message, such as an advertising
message, may be removed from the container and viewed by a
consumer. Preferably, the message section is separable from said
lid section without compromising the integrity of the sealed
volume. The novel cup containers also include preferred embodiments
having a manufacturer coupon imprinted on the message section that
is redeemable by a consumer of the packaged product and that has
imprinted thereon machine readable indicia to facilitate automated
processing of the coupon. Preferably the machine readable indicia
are a UPC bar code utilizing the UCC/EAN-128 Article Numbering
System or another bar code.
Inventors: |
Thuesen; Marcus L.;
(Houston, TX) ; Brana; Lejo C.; (Houston,
TX) |
Correspondence
Address: |
KEITH B. WILLHELM, ATTORNEY AT LAW
6266 DEL MONTE
HOUSTON
TX
77057
US
|
Family ID: |
39525841 |
Appl. No.: |
10/854072 |
Filed: |
May 26, 2004 |
Current U.S.
Class: |
206/484 ;
206/217 |
Current CPC
Class: |
G09F 3/10 20130101; G09F
3/02 20130101 |
Class at
Publication: |
206/484 ;
206/217 |
International
Class: |
B65D 73/00 20060101
B65D073/00 |
Claims
1. A product packaged in a cup container, said cup container
comprising: (a) a cup accommodating a product; and (b) lidding
comprising one or more imprintable substrate sheets; wherein said
lidding further comprises: i) a lid section sealed to said cup and
thereby defining a sealed volume accommodating said product
therein, said lid section being provided on a first said substrate
sheet; and ii) a message section connected to said lid section and
providing a substrate on which a message may be imprinted, said
message section being provided on said first substrate sheet or on
a second said substrate sheet; iii) wherein said message section is
separable from said lid section, whereby said message may be
removed from said lid section and viewed by a consumer.
2. The packaged product of claim 1, wherein said messages section
is separable from said lid section without compromising the
integrity of said sealed volume; whereby said message section may
be removed from said sealed cup and viewed by a consumer.
3. The packaged product of claim 1, wherein said lidding comprises
a substrate sheet providing said lid section and said message
section, wherein said message section is separable from said lid
section by cutting or tearing said substrate sheet along the
boundary between said lid and message sections.
4. The packaged product of claim 1, wherein said lidding comprises
a first substrate sheet providing said lid section and a second
substrate sheet providing said message section, wherein said second
message sheet is removably affixed to the exterior surface of said
first lid sheet.
5. The packaged product of claim 1, wherein said lidding provides a
total imprintable area equal to at least three times the nominal
size of the lidding.
6. The packaged product of claim 1, wherein said lidding provides a
total imprintable area equal to at least four times the nominal
size of the lidding.
7. The packaged product of claim 1, wherein said lidding provides a
total imprintable area equal to at least six times the nominal size
of the lidding.
8. The packaged product of claim 1, wherein the nominal size of
said lidding is 4 in.sup.2 or less and the total imprintable area
provided by said lidding is at least 16 in.sup.2.
9. The packaged product of claim 1, wherein the nominal size of
said lidding is 6 in.sup.2 or less and the total imprintable area
provided by said lidding is at least 24 in.sup.2.
10. The packaged product of claim 1, wherein the nominal size of
said lidding is 8 in.sup.2 or less and the total imprintable area
provided by said lidding is at least 32 in.sup.2.
11. The packaged product of claim 1, wherein said product is a
single-serve food product.
12. The packaged product of claim 1, wherein said product is
selected from the group consisting of solids, powders, granules,
tablets, liquids, semi-viscous liquids, pastes, gels, and
gases.
13. The packaged product of claim 1, wherein said product is
selected from the group consisting of single-serve jams, jellies,
honey, syrup, coffee creamers and flavorings, butter, margarine,
cream cheese, and other spreads, ketchup, mayonnaise, mustard,
salad dressings and sauces, and other condiments.
14. The packaged product of claim 1, wherein said product is a
single-serve condiment.
15. The packaged product of claim 1, wherein product information is
imprinted on the exterior faces of said lid section and said
message section and an advertising message is imprinted on the
interior face of said message section.
16. The packaged product of claim 15, wherein said advertising
message pertains to a product or service other than the packaged
product.
17. The packaged product of claim 1, wherein an advertising message
is imprinted on said message section and said advertising message
includes a manufacturer coupon redeemable by a consumer of said
product which includes machine readable indicia associated
therewith to facilitate automated processing of said coupon.
18. The packaged product of claim 17, wherein said manufacturer
coupon includes a bar code associated therewith.
19. The packaged product of claim 17, wherein said manufacturer
coupon includes a UPC bar code utilizing the UCC/EAN-128 Article
Numbering System.
20. The packaged product of claim 1, wherein said lidding is formed
from a continuous web.
21. The packaged product of claim 1, wherein said packaged product
is produced by forming a web into a plurality of said cups
interconnected by portions of said cup web, filling said plurality
of interconnected cups with said product, sealing said plurality of
interconnect cups with a web of said lidding, and cutting said
plurality of sealed cups into individual product units comprising
one or more of said sealed cups.
22. The packaged product of claim 1, wherein one or both of said
lid and message sections are transparent or translucent.
23. The packaged product of claim 1, wherein said message section
is transparent or translucent.
24. The packaged product of claim 1, wherein said lid section is
opaque and said message section is transparent or translucent.
25. A product packaged in a cup container, said cup container
comprising: (a) a cup providing a volume and having an open end
through which a product is inserted into said volume and a flange
extending from the periphery of said open end; and (b) lidding,
said lidding comprising: i) a first imprintable substrate sheet,
said first substrate sheet being sealed to said cup on said flange
and across said open end thereof to provide a lid for said cup and
to define a sealed volume accommodating said product therein; and
ii) a second imprintable substrate sheet, said second substrate
sheet providing a substrate on which a message may be imprinted and
being removably affixed to said first substrate sheet on the
exterior face thereof; iii) wherein said message sheet is separable
from said lid sheet, whereby said message may be removed from said
lid sheet and viewed by a consumer.
26. The packaged product of claim 25, wherein said lidding
comprises: (a) a third imprintable substrate sheet, said third
substrate sheet providing a substrate on which a message may be
imprinted and being removably affixed to said second substrate
sheet on the exterior face thereof.
27. The packaged product of claim 25, wherein said messages sheet
is separable from said lid sheet without compromising the integrity
of said sealed volume, whereby said message may be removed from
said sealed cup and viewed by a consumer.
28. The packaged product of claim 25, wherein said lidding provides
a total imprintable area equal to at least four times the nominal
size of the lidding.
29. The packaged product of claim 25, wherein said lidding provides
a total imprintable area equal to at least six times the nominal
size of the lidding.
30. The packaged product of claim 25, wherein the nominal size of
said lidding is 4 in.sup.2 or less and the total imprintable area
provided by said lidding is at least 16 in.sup.2.
31. The packaged product of claim 25, wherein the nominal size of
said lidding is 8 in.sup.2 or less and the total imprintable area
provided by said lidding is at least 32 in.sup.2.
32. The packaged product of claim 25, wherein said product is a
single-serve food product.
33. The packaged product of claim 25, wherein said product is
selected from the group consisting of single-serve jams, jellies,
honey, syrup, coffee creamers and flavorings, butter, margarine,
cream cheese, and other spreads, ketchup, mayonnaise, mustard,
salad dressings and sauces, and other condiments.
34. The packaged product of claim 25, wherein product information
is imprinted on the exterior faces of said lid sheet and said
message sheet and an advertising message is imprinted on the
interior face of said message sheet.
35. The packaged product of claim 25, wherein an advertising
message is imprinted on said message sheet and said advertising
message includes a manufacturer coupon redeemable by a consumer of
said product which includes machine readable indicia associated
therewith to facilitate automated processing of said coupon.
36. The packaged product of claim 25, wherein said lidding is
formed from a continuous web.
37. The packaged product of claim 25, wherein said packaged product
is produced by forming a web into a plurality of said cups
interconnected by portions of said cup web, filling said plurality
of interconnected cups with said product, sealing said plurality of
interconnect cups with a web of said lidding, and cutting said
plurality of sealed cups into individual product units comprising
one or more of said sealed cups.
38. The packaged product of claim 25, wherein said message sheet
has an area adjacent to an edge thereof that is unaffixed to said
lid sheet to facilitate removal of said message sheet from said lid
sheet.
39. The packaged product of claim 25, wherein said lid sheet and
message sheet are removably affixed to each other by a low tack,
peelable adhesive.
40. The packaged product of claim 25, wherein said lid sheet and
said message sheet are releasably laminated together.
41. The packaged product of claim 40, wherein said message sheet is
laminated to said lid sheet by a low tack, peelable adhesive.
42. The packaged product of claim 41, wherein said message sheet
has an area adjacent to an edge thereof that is unadhered to said
lid sheet to facilitate removal of said message sheet from said lid
sheet.
43. A product packaged in a cup container, said cup container
comprising: (a) a cup providing a volume and having an open end
through which a product is inserted into said volume and a flange
extending from the periphery of said open end; and (b) lidding,
said lidding comprising: i) a first imprintable substrate sheet,
said first substrate sheet being sealed to said cup on said flange
and across said open end thereof to provide a lid for said cup and
to define a sealed volume accommodating said product therein; and
ii) a second imprintable substrate sheet, said second substrate
sheet providing a substrate on which a message may be imprinted,
said message sheet having a fold therein defining a first portion
thereof which is removably affixed to said lid sheet on the
exterior face thereof and a second portion overlaying said first
portion; iii) wherein said message sheet is separable from said lid
sheet, whereby said message may be removed from said lid sheet and
viewed by a consumer.
44. The packaged product of claim 43, wherein said messages sheet
is separable from said lid sheet without compromising the integrity
of said sealed volume, whereby said message may be removed from
said sealed cup and viewed by a consumer.
45. The packaged product of claim 43, wherein said lidding provides
a total imprintable area equal to at least six times the nominal
size of the lidding.
46. The packaged product of claim 43, wherein the nominal size of
said lidding is 4 in.sup.2 or less and the total imprintable area
provided by said lidding is at least 16 in.sup.2.
47. The packaged product of claim 43, wherein the nominal size of
said lidding is 8 in.sup.2 or less and the total imprintable area
provided by said lidding is at least 32 in.sup.2.
48. The packaged product of claim 43, wherein said product is a
single-serve food product.
49. The packaged product of claim 43, wherein said product is
selected from the group consisting of single-serve jams, jellies,
honey, syrup, coffee creamers and flavorings, butter, margarine,
cream cheese, and other spreads, ketchup, mayonnaise, mustard,
salad dressings and sauces, and other condiments.
50. The packaged product of claim 43, wherein product information
is imprinted on the exterior faces of said lid sheet and said
message sheet and an advertising message is imprinted on at least
one of the interior faces of said message sheet.
51. The packaged product of claim 43, wherein an advertising
message is imprinted on said message sheet and said advertising
message includes a manufacturer coupon redeemable by a consumer of
said product which includes machine readable indicia associated
therewith to facilitate automated processing of said coupon.
52. The packaged product of claim 43, wherein said lidding is
formed from a continuous web.
53. The packaged product of claim 43, wherein said packaged product
is produced by forming a web into a plurality of said cups
interconnected by portions of said cup web, filling said plurality
of interconnected cups with said product, sealing said plurality of
interconnect cups with a web of said lidding, and cutting said
plurality of sealed cups into individual product units comprising
one or more of said sealed cups.
54. The packaged product of claim 43, wherein said message sheet
has an area adjacent to an edge thereof that is unaffixed to said
lid sheet to facilitate removal of said message sheet from said lid
sheet.
55. The packaged product of claim 43, wherein said lid sheet and
message sheet are removably affixed to each other by a low tack,
peelable adhesive.
56. The packaged product of claim 43, wherein said lid sheet and
said message sheet are releasably laminated together.
57. The packaged product of claim 56, wherein said message sheet is
laminated to said lid sheet by a low tack, peelable adhesive.
58. The packaged product of claim 57, wherein said message sheet
has an area adjacent to an edge thereof that is unadhered to said
lid sheet to facilitate removal of said message sheet from said lid
sheet.
59. The packaged product of claim 43, wherein said second overlaid
portion of said message sheet is removably affixed to the exterior
face of said first portion of said message sheet by a low tack,
peelable adhesive.
60. The packaged product of claim 43, wherein said second overlaid
portion of said message sheet is releasably laminated to the
exterior face of said first portion of said message sheet.
61. A product packaged in a cup container, said cup container
comprising: (a) a cup providing a volume and having an open end
through which a product is inserted into said volume and a flange
extending from the periphery of said open end; and (b) lidding,
said lidding comprising: i) an imprintable substrate sheet, said
substrate sheet having a lid section and a message section, said
message section providing a substrate on which a message may be
imprinted; ii) wherein said lid section is sealed to said cup on
said flange and across said open end thereof, thereby defining a
sealed volume accommodating said product therein; and iii) wherein
said message section is separable from said lid section by cutting
or tearing said substrate sheet along the boundary between said lid
and message sections without compromising the integrity of said
sealed volume, whereby said message may be removed from said sealed
cup and viewed by a consumer.
62. The packaged product of claim 61, wherein said message section
is folded along the boundary between said lid section and said
message section such that said message section overlays said lid
section.
63. The packaged product of claim 61, wherein said lidding provides
a total imprintable area equal to at least four times the nominal
size of the lidding.
64. The packaged product of claim 61, wherein the nominal size of
said lidding is 4 in.sup.2 or less and the total imprintable area
provided by said lidding is at least 16 in.sup.2.
65. The packaged product of claim 61, wherein the nominal size of
said lidding is 8 in.sup.2 or less and the total imprintable area
provided by said lidding is at least 32 in.sup.2.
66. The packaged product of claim 61, wherein said product is a
single-serve food product.
67. The packaged product of claim 61, wherein said product is
selected from the group consisting of single-serve jams, jellies,
honey, syrup, coffee creamers and flavorings, butter, margarine,
cream cheese, and other spreads, ketchup, mayonnaise, mustard,
salad dressings and sauces, and other condiments.
68. The packaged product of claim 61, wherein product information
is imprinted on the exterior faces of said lid section and said
message section and an advertising message is imprinted on the
interior face of said message section.
69. The packaged product of claim 61, wherein an advertising
message is imprinted on said message section and said advertising
message includes a manufacturer coupon redeemable by a consumer of
said product which includes machine readable indicia associated
therewith to facilitate automated processing of said coupon.
70. The packaged product of claim 61, wherein said lidding is
formed from a continuous web.
71. The packaged product of claim 61, wherein said packaged product
is produced by forming a web into a plurality of said cups
interconnected by portions of said cup web, filling said plurality
of interconnected cups with said product, sealing said plurality of
interconnect cups with a web of said lidding, and cutting said
plurality of sealed cups into individual product units comprising
one or more of said sealed cups.
72. The packaged product of claim 61, wherein said overlaid message
section is removably affixed to the exterior face of the lid
section by a low tack, peelable adhesive.
73. The packaged product of claim 61, wherein said wherein said
overlaid message section is releasably laminated to said lid
section.
74. The packaged product of claim 73, wherein said message sheet
has an area adjacent to an edge thereof that is not laminated to
said lid sheet to facilitate removal of said message sheet from
said lid sheet.
75. A method for disseminating advertising messages to consumers,
which method comprises: (a) packaging a product in a cup container
having an advertising message associated therewith which may be
viewed by a consumer; (b) distributing said packaged product with
said advertising message to a consumer outlet; and (c) distributing
said packaged product with said advertising message to consumers
associated with said consumer outlets, thereby disseminating said
advertising message to said consumers; (d) wherein said cup
container comprises: i) a cup accommodating a product; and ii)
lidding comprising one or more imprintable substrate sheets;
wherein said lidding further comprises: (1) a lid section sealed to
said cup and thereby defining a sealed volume accommodating said
product therein, said lid section being provided on a first said
substrate sheet; and (2) a message section connected to said lid
section and providing a substrate on which a message may be
imprinted, said message section being provided on said first
substrate sheet or on a second said substrate sheet; (3) wherein
said message section is separable from said lid section, whereby
said message may be removed from said lid section and viewed by a
consumer.
76. The method of claim 75, wherein said consumer outlet is a food
service establishment.
77. The method of claim 75, wherein said product is a single-serve
food product.
78. The method of claim 75, wherein said advertising message
pertains to a product or service other than said packaged
product.
79. A method for disseminating advertising messages to a target
consumer group, which method comprises: (a) packaging a product in
a cup container having associated therewith an advertising message
pertaining to products or services other than said packaged
product, said advertising message being intended for a target
consumer group; (b) packaging said packaged product in a shipping
carton having a machine readable indicator uniquely associated with
said advertising message; and (c) reading said indicator and in
response thereto shipping said carton to consumer outlets
associated with said target consumer group, whereby said packaged
product may be distributed to consumers thereby disseminating said
advertising message.
80. The method of claim 79, wherein said consumer outlet is a food
service establishment.
81. The method of claim 79, wherein said product is a single-serve
food product.
82. The method of claim 79, wherein said product is a type or brand
of product associated with said target consumers.
83. The method of claim 79, wherein said product is a single serve
food product of a type or brand associated with said target
consumers.
84. The method of claim 79, wherein said product is a single serve
food product selected from the group consisting of jams, jellies,
honey, syrup, coffee creamers and flavorings, butter, margarine,
cream cheese, and other spreads, ketchup, mayonnaise, mustard,
salad dressings and sauces, and other condiments and said consumer
outlet is a food service establishment.
85. The method of claim 79, wherein said consumer outlets are
located in a particular geographic region associated with said
target consumers.
86. The method of claim 79, wherein said consumer outlets are a
specific retailer or chain of retailers or a type of retail outlet
associated with said target consumers.
Description
FIELD OF THE INVENTION
[0001] The present invention relates to cup containers for
products, and more particularly, to improved cup containers having
separable advertising media and to methods for disseminating
advertising messages to consumers via such improved cup
containers.
BACKGROUND OF THE INVENTION
[0002] Advertisers have relied on many different ways to deliver
advertising messages. For example, many advertisements are
delivered through broadcast mass media, such as radio and
television, or through printed mass media, such as magazines and
newspapers. Direct advertising is another popular and often highly
effective method because messages are delivered directly to a
defined population of consumers. In addition to direct mail and
e-mails, other direct advertising methods include dimensional mail,
catalogs, inserts in bills and other mailings.
[0003] Despite the many different media available to advertisers,
however, there is a continuing need to develop effective, cost
efficient methods of advertising. For example, while distribution
by broadcast media is relatively inexpensive, the cost of producing
entertainment, news and other content for broadcast media can be
extremely expensive, and those costs are reflected in advertising
fees. Content production costs for printed mass media also can be
substantial, and printed mass media can be expensive to produce and
distribute. While most direct advertising contains little or no
content beyond the advertising message, and thus, involves
relatively low content cost, the cost of direct advertising
nevertheless can be substantial. Such costs typically include the
generation of a mailing list and postage or other delivery
costs.
[0004] Moreover, a substantial portion, if not the majority of all
advertising messages are never viewed by their intended audience
for one reason or another. Many consumers receiving the
advertisement may have no interest in the advertised good or
service, or they may not be able to afford it. There also is a
general clutter of advertisements that makes it difficult for a
particular ad to capture the attention of consumers, especially if
the consumer is distracted or otherwise occupied when the
opportunity for viewing the ad arises.
[0005] For example, response rates for radio and television
advertising typically is under 1%. Although inserts in newspapers
and magazines commonly have somewhat higher response rates on the
order of 1-2%, newspaper and magazine advertisements also have very
low response rates, usually under 1%. Direct mail, catalogs, and
e-mails have average response rates around 2%. The response rates
for all of these methods, however, are greatly reduced because the
vast majority of the ads are never viewed. For example, most direct
mailings are thrown away without ever being opened. Likewise, from
85 to 99% of e-mailings are never opened. Even when presented to a
consumer, however, many ads are not really viewed because they are
lost in the clutter of many other ads, and this is a common problem
with newspaper inserts and some forms of direct mailings.
[0006] Thus, most advertising methods are very inefficient and
wasteful. The effective cost for each advertising message that is
actually communicated to consumers, therefore, is generally many
times higher that the nominal cost per message. Thus, despite, and
in part because of the number and variety of conventional methods,
advertisers continue to seek more cost effective ways of
disseminating advertising messages.
[0007] Some methods of direct advertising that have shown both
significant promise and significant shortcomings utilize the
product itself as a distribution vehicle. For example, in "cross
ruffing" a noncompetitive product is used as the vehicle to
distribute a coupon, sample, or other sales promotion offer for
another product. Coupons, premiums, and rebates toward the purchase
of the same or another product also are attached to or included in
product packaging as part of so-called "bounce back" offers. That
is, packaging for products has long presented advertising messages
relating to the products that are contained therein along with
whatever other product information that may be required by law.
More recently, however, products have been distributed in packaging
that includes and presents advertising messages and incentives for
products other than that contained in the package or that will
incentives the consumer to purchase more of the same product. The
messages typically have been imprinted on the packaging itself,
carried in the packaging along with the product, or removably
affixed to the packaging.
[0008] Cross ruffing and bounce back advertising messages on
carrier products have a significant cost advantage over other forms
of direct advertising because the distribution of such messages is
in a sense nearly cost free. That is, other than the cost of
printing or otherwise preparing the advertising message itself,
there is little incremental cost in disseminating cross ruffed and
bounce back advertising messages over and above the cost of
producing and distributing the carrier products themselves.
[0009] Accordingly, cross ruffed and bounce back advertising
messages on certain products have become common, for example, on
cereal packaging. Many people place the box on the table while they
eat breakfast cereals. Although they may be reading a newspaper,
televisions may be on, or there may be other activities diverting
their attention, this provides a greater opportunity for consumers
to view advertising messages carried on or in cereal packaging.
Accordingly, advertising messages carried on cereal packaging can
have a higher view rate than other forms of direct advertising.
[0010] Despite the advantages of presenting an advertising message
directly to a target audience, and despite its significant cost
advantage over other forms of direct advertising, the type of
products and packaging utilized to carry cross ruffed and bounce
back advertising messages has been limited. In some instances this
may be because certain products are not consumed under
circumstances conducive to viewing of advertising messages. In
other instances advertisers may fail to appreciate the
opportunities created during consumption of the product. On the
other hand, some products are consumed under circumstances that
appear to provide ideal environments for delivering an advertising
message, yet their use as carrier products has been extremely
limited or non-existent.
[0011] Fortune cookies, for example, have a message slip baked into
the cookie that is almost universally viewed, thus ensuring that
any advertising message carried thereon would be effectively
delivered as well. The relatively small size of traditional fortune
cookie inserts, however, does not provide space for delivering much
more than a branding type message, and fortune cookie inserts to
date have proven unsuitable for delivering more extensive and
sophisticated advertising messages.
[0012] Many so called "single-serve" food products are consumed
under circumstances that also appear to provide favorable
environments for presenting consumers with an opportunity to view
advertising messages. Such single-serve products include a variety
of condiments, such as jams, jellies, coffee creamers and
flavorings, salad dressings, and sauces, which are provided to
consumers in restaurants, concessions, institutions, and other food
service outlets. Such consumers frequently have many opportunities
to view advertising messages while they are waiting for their food
or eating it.
[0013] To date, however, single-serve products have not been used
or used effectively as vehicles to deliver advertising messages.
One of the most common types of packaging for such products is the
so-called rigid "cup" or "pot" container. Such packaging includes a
substantially rigid cup, most commonly having a generally
rectangular, circular, or oval shape, which is designed to
accommodate a product or a certain quantity of product. After
product is inserted into the cup, lidding material is sealed across
the open end of the cup to provide a lid for the cup. Product is
subsequently removed by peeling away the lidding material.
[0014] The material from which the lidding material is fabricated
typically is an imprintable substrate sheet that is well suited for
presenting advertising and information relating to the packaged
product. To date, however, cup containers, especially those used to
package single-serve food products, have not been used extensively,
if at all, as carriers for cross ruffed and bounce back advertising
messages.
[0015] One problem is that the serving or unit size of many
products packaged in cup containers is relatively small, meaning
that the cup container for such products also is relatively small.
The most common sizes of cup containers have fluid capacities of
from 0.17 to 8 ounces. For rectangular configurations, the
dimensions most typically range from about 1.44''.times.2.19'' and
0.5'' deep to about 2''.times.2.75'' and 1.56'' deep. Circular
configurations most commonly have dimensions from about 1.46'' in
diameter and 0.7'' deep to about 3.00'' in diameter and 3.75''
deep. For example, single servings of jams and jellies are packaged
in generally rectangular cup containers that typically are
approximately 1.75'' by 2.25'' and 1.0'' deep. Single servings of
coffee cream and flavorings are packaged in generally circular cup
containers that typically are approximately 1.38'' in diameter and
1.0'' to 1.25'' deep.
[0016] Such containers provide relatively little imprintable space.
The materials from which cups are fabricated usually can be
imprinted, but in addition to its relatively small size,
manufacturing considerations place practical constraints on using
the cup as a substrate for product or advertising information. That
is, especially for relatively small containers, the cups preferably
are formed by pressure forming or thermoforming a substrate web as
part of a continuous form, fill and seal process. Pressure molding
or thermoforming, however, can distort any message preprinted on
the cup web, and thus, the lidding material most commonly is the
only portion of cup containers on which messages are imprinted.
[0017] Moreover, not only is there a limited amount of imprintable
space on conventional cup containers, much of it must be devoted to
product information required by law or good business practice.
Typically any advertising messages are limited to relatively simple
branding messages and such messages usually pertain to the packaged
product. There is very little room for more sophisticated and
complex advertising messages that are essential to successful
marketing campaigns.
[0018] In particular, many products, such as food and consumer
household products, are promoted extensively using manufacturer
coupons. Such coupons typically offer a discount on specifically
identified products and are distributed to consumers through
various media such as newspapers and direct mailings. Consumers may
redeem the coupons with merchants selling the product. The
merchants in turn are reimbursed by the manufacturer or distributor
of the product. The vast majority of manufacturer coupons are
redeemed by merchants through a clearing house such as NCH
Marketing Services, Deerfield, Ill. The automated processing of
such manufacturer coupons essentially requires that they
incorporate machine readable indicia, such as UPC bar codes
utilizing the UCC/EAN-128 Article Numbering System. Information on
standards for manufacturer coupons is publicly available, for
example, through Uniform Code Council, Inc., Lawrenceville, N.J.,
and through Grocery Manufacturers of America, Inc., Washington,
D.C.
[0019] Manufacturer coupons have been distributed using various
types of product packaging as a carrier. For example, such coupons
commonly are carried inside or imprinted on carton containers used
to package cereal and other food products. The carton containers
for such products typically are quite large and can easily
accommodate manufacture coupons. Many cup containers commonly used
in packaging single-serve products, however, are as a practical
matter too small to accommodate a bar code and even minimal product
identification as is required to produce a consumer redeemable,
manufacturer coupon.
[0020] Another problem with providing imprinted messages on
conventional cup containers is that the cup and lidding are in
contact with product packaged in the cup. Many products are messy,
and may leave a residue that obscures messages printed on the inner
face of the lidding. The suitability of the outer face, however,
especially as a vehicle for manufacturer coupons, is also limited
because the lid typically is viewed as trash by consumers once the
package is opened and the lid may have to be cleaned before it can
be redeemed.
[0021] An object of this invention, therefore, is to provide
improved methods for directly disseminating advertising messages to
consumers of food and other types of products and improved
packaging for products providing a medium for delivery of
advertising messages.
[0022] It also is an object to provide such improved methods and
packaging capable of delivering more extensive and sophisticated
advertising messages, such as redeemable manufacturer coupons,
especially such methods and packaging that may be used to advantage
in single-serve food products.
[0023] Another object of this invention is to provide improved
packaging having increased imprintable surface area, and especially
such packaging that may be used to advantage in single-serve food
products.
[0024] It also is a more specific object of the subject invention
to provide improved cup packaging, and especially cup packaging for
single-serve and other relatively small cup packages, that is
capable of delivering more extensive and sophisticated advertising
messages, such as redeemable manufacturer coupons.
[0025] Yet another object is to provide such improved packaging
that may be produced by conventional machinery and processes with
little or no modification.
[0026] It is a further object of this invention to provide such
methods and packaging wherein all of the above-mentioned advantages
are realized.
[0027] Those and other objects and advantages of the invention will
be apparent to those skilled in the art upon reading the following
detailed description and upon reference to the drawings.
SUMMARY OF THE INVENTION
[0028] The subject invention provides for novel cup containers for
products which have separable advertising media. The novel cup
containers comprise a cup accommodating a product and lidding for
the cup. The lidding comprises one or more imprintable substrate
sheets which collectively provide a lid section and a message
section connected to the lid section. The lid section is sealed to
the cup and thereby defines a sealed volume accommodating the
product therein. The message section provides a substrate on which
a message may be imprinted. The lid section is provided on one of
the lidding substrate sheets. The message section is provided
either on the same substrate sheet as the lid section or on a
separate substrate sheet. Although connected to the lid section,
the message section is separable therefrom so that the message,
such as an advertising message, may be removed from the container
and viewed by a consumer. Preferably, the message section is
separable from said lid section without compromising the integrity
of the sealed volume.
[0029] The novel cup containers comprise various embodiments,
including cup containers comprising a cup and lidding. The cup
provides a volume and has an open end through which a product is
inserted into the volume. The cup also comprises a flange extending
from the periphery of the open end. The lidding comprises a first
imprintable substrate sheet that is sealed to the cup on the flange
and across the open end of the cup to provide a lid for the cup and
to define a sealed volume accommodating the product. A second
imprintable substrate sheet which provides a substrate on which a
message may be imprinted is removably affixed to the first
substrate sheet on the exterior face thereof. Thus, the message
sheet may be peeled away from the lid sheet by a consumer so that
the message may be viewed.
[0030] Other embodiments comprise novel containers wherein the
lidding includes multiple message sheets removably affixed to and
peelable from the lid sheet, folded message sheets removably
affixed to and peelable from the lid sheet, and a sheet having a
lid section sealed to the cup and a message section which is
connected to, but may be cut or torn away from the lid section.
[0031] Other preferred embodiments comprise single-serve,
especially single-serve food products packaged in the novel
containers, and novel containers having relatively small cups, but
with significantly greater area available for imprinting
advertising messages. The novel cup containers also include
preferred embodiments having a manufacturer coupon imprinted on the
message section that is redeemable by a consumer of the packaged
product and that has imprinted thereon machine readable indicia to
facilitate automated processing of the coupon. Preferably the
machine readable indicia are a UPC bar code utilizing the
UCC/EAN-128 Article Numbering System or another bar code.
[0032] It will be appreciated that products when packaged in the
novel cup containers can occupy substantially the same space as
when they are packaged in conventional cup containers, yet the
novel packaging will provide significantly greater area on which
advertising messages may be imprinted. Moreover, by increasing the
imprintable area of 11 the packaging without significantly
increasing the overall size of the packaged product, more extensive
and sophisticated advertising messages may be provided even in
relatively small cup containers. In particular, the novel
containers, even when they are sized to package relatively small
single-serve products such as jams, jellies, coffee creamers and
flavorings, salad dressings, and sauces, have sufficient
imprintable surface area to accommodate a manufacturer coupon,
including the requisite product information and machine readable
bar code used in systems that manage accounting between coupon
issuers and merchants.
[0033] It also will be appreciated that the novel packages may be
efficiently and inexpensively produced at high production levels by
conventional methods and machinery. Moreover, the cost of providing
message sections in the novel cup containers is minimal compared to
the value of the advertising and that the advertising messages may
be effectively disseminated for little incremental cost over the
normal costs of producing and distributing the packaged
product.
[0034] The subject invention also provides for improved methods of
disseminating advertising messages to consumers. The methods
comprise providing novel cup packages for products that are
constructed in accordance with the subject invention and selected
from the groups consisting of any or all of the novel packages. The
packaged product with the advertising message is distributed to a
consumer outlet and then to consumers associated with the consumer
outlet. Preferably, the product is a single-serve food product
which is distributed to food service establishments.
[0035] Finally, the subject invention provides for methods for
disseminating advertising messages to a target consumer group. The
methods comprise packaging a product in a cup container having
associated therewith an advertising message pertaining to products
or services other than the packaged product, the advertising
message being intended for a target consumer group. The packaged
product is then packaged in a shipping carton having a machine
readable indicator uniquely associated with the advertising
message. The indicator is read and the carton is then shipped to
consumer outlets associated with the target consumer group.
Preferably, the product is a single-serve food product which is
distributed to food service establishments.
BRIEF DESCRIPTION OF THE DRAWINGS
[0036] FIG. 1 is a top plan view (with a partial peel-away view) of
a first preferred embodiment 10 of the cup containers of the
subject invention, which container 10 comprises an imprintable
message sheet that is removably laminated on the exterior face of
the cup lid and which provides a medium for advertising
messages;
[0037] FIG. 2 is a cross-sectional view of the novel cup container
10 shown in FIG. 1 taken along line 2-2 thereof showing the
construction of container 10;
[0038] FIG. 3 is a top plan view (with a partial tear-away view) of
a lidding web 20 which is used to fabricate the novel container
10;
[0039] FIG. 4 is a top plan view (with a partial peel-away view) of
a second preferred embodiment 30 of the cup containers of the
subject invention, which container 30 comprises two imprintable
message sheets that are removably laminated on the exterior face of
the cup lid and which provide media for advertising messages;
[0040] FIG. 5 is a cross-sectional view of the novel cup container
30 shown in FIG. 4 taken along line 5-5 thereof showing the
construction of container 30;
[0041] FIG. 6 is a top plan view (with a partial tear-away view) of
a lidding web 40 which is used to fabricate the novel container
30;
[0042] FIG. 7 is a top plan view (with a partial peel-away view) of
a third preferred embodiment 50 of the cup containers of the
subject invention, which container 50 comprises an imprintable
message sheet that is folded and removably laminated on the
exterior face of the cup lid and which provides a medium for
advertising messages;
[0043] FIG. 8 is a cross-sectional view of the novel cup container
50 shown in FIG. 7 taken along line 8-8 thereof showing the
construction of container 50;
[0044] FIG. 9 is a top plan view of a lid web 66 which is used to
fabricate the novel container 50;
[0045] FIG. 10 is a top plan view of a message web 67 which is used
to fabricate the novel container 50;
[0046] FIG. 11 is a top plan view (with a partial peel-away view)
of a fourth preferred embodiment 70 of the cup containers of the
subject invention, which container 70 comprises a separable
imprintable message section that extends from the lid of the
container and which provides a medium for advertising messages;
[0047] FIG. 12 is a cross-sectional view of the novel cup container
70 shown in FIG. 11 taken along line 12-12 thereof showing the
construction of container 70; and
[0048] FIG. 13 is a top plan view of a lidding web 80 which is used
to fabricate the novel container 70.
DESCRIPTION OF ILLUSTRATIVE EMBODIMENTS
[0049] The subject invention is directed to product packaged in
improved cup containers. The improved cup containers comprise a cup
accommodating a product and lidding for the cup. The lidding
comprises one or more imprintable substrate sheets which
collectively provide a lid section and a message section connected
to the lid section. The lid section is sealed to the cup and
thereby defines a sealed volume accommodating the product therein.
The message section provides a substrate on which a message may be
imprinted. The lid section is provided on one of the lidding
substrate sheets. The message section is provided either on the
same substrate sheet as the lid section or on a separate substrate
sheet. Although connected to the lid section, the message section
is separable therefrom so that the message, such as an advertising
message, may be removed from the container and viewed by a
consumer.
[0050] The various embodiments of the novel invention may be viewed
as improvements on conventional cup containers. Such cup containers
typically comprise a cup container and lidding material that
consists of a single sheet extending across the open end of the cup
and sealed thereto. The novel containers are similar thereto,
except that the lidding comprises additional sheets or sections
that provide media for advertising messages in addition to having a
lid sheet or section that closes and seals the cup.
[0051] For example, and in accordance with a first preferred
embodiment, the novel cup container comprises a cup providing a
volume and having an open end through which a product is inserted
into the volume. The cup also comprises a flange extending from the
periphery of the open end. A first imprintable substrate sheet is
sealed to the cup on the flange and across the open end of the cup
to provide a lid for the cup and to define a sealed volume
accommodating the product. A second imprintable substrate sheet
which provides a substrate on which a message may be imprinted is
removably affixed to the first substrate sheet on the exterior face
thereof. Thus, the message sheet is separable from the lid sheet,
whereby the message may be removed from the lid sheet and viewed by
a consumer.
[0052] An example of this first preferred embodiment 10 is shown in
FIGS. 1-3. As best seen in FIG. 2, container 10 comprises a cup 11
which defines a volume 12 and has an open end 13 through which
product (not shown) may be inserted. A flange 14 extends from the
open end 13. Flange 14 provides a surface to which lidding 15 is
sealed.
[0053] More specifically, lidding 15 is a composite structure
comprising a lid sheet 16 and a message sheet 17. Lid sheet 16 is
composed of an imprintable substrate and is sealed to flange 14 of
cup 11 to seal volume 12. Message sheet 17 is removably laminated
to the outer face (outer relative to sealed volume 12) of lid sheet
16 by a layer of adhesive 18. Message sheet 17 also is composed of
an imprintable substrate and provides a substrate on which a
message may be imprinted. The message sheet 17 is removable from
the lid sheet 16 so that the message may be viewed by a
consumer.
[0054] It will be noted that the adhesive layer 18 does not extend
across the entire opposing faces of lid sheet 16 and message sheet
17. Thus, there are portions 19 of the message sheet 17 adjacent to
two of its edges that are not adhered to the lid sheet 16.
Providing areas 19 facilitates the removal of the message sheet 17
from the lid sheet 16 by providing areas which can be grasped by a
consumer's fingers to peel away the remainder of the message sheet
17.
[0055] Container 10 preferably is fabricated by an automated form,
fill, and seal process utilizing, for example, a continuous web 20
of lidding material as shown in FIG. 3. Web 20 comprises a lid web
26 and a message web 27 laminated together by adhesive layer 18.
Web 20 thereby provides a plurality of lid sheets 16 and message
sheets 17 defined by cut lines 21. It will also be noted that each
message sheet 17 is provided with areas 19 which facilitate removal
of the message sheets by applying adhesive 18 between lid web 26
and message web 27 only within adhesive boundary lines 28.
[0056] It will be appreciated, therefore, that container 10 thus is
provided with a single removable message sheet 17 equal in size to
the lid sheet 16. Both sides of the message sheet 17 may be
imprinted with, for example, an advertising message, thus providing
the container with 100% more imprintable space than would be
provided by the lid sheet 16 alone. Moreover, unlike lid sheet 16,
no part of the message section 17 has been in contact with product
packaged in the container and contaminated thereby.
[0057] As a further example, and in accordance with a second
preferred embodiment, novel containers similar in construction to
the first preferred embodiment described above may further comprise
a third imprintable substrate sheet which also provides a substrate
on which a message may be imprinted. It is removably affixed to the
second substrate sheet on the exterior face thereof.
[0058] For example, as shown in FIGS. 4-5, container 30 has
substantially the same construction as container 10 except that it
has an additional message sheet 37b removably affixed to the
exterior face of message sheet 37a. More specifically, as best seen
in FIG. 5, container 30 comprises a cup 31 which defines a volume
32 and has an open end 33 through which product (not shown) may be
inserted. A flange 34 extends from the open end 33. Flange 34
provides a surface to which lidding 35 is sealed.
[0059] More specifically, lidding 35 is a composite structure
comprising a lid sheet 36 and two message sheets 37a and 37b. Lid
sheet 36 is composed of an imprintable substrate and is sealed to
flange 34 of cup 31 to seal volume 32. Message sheet 37a is
removably laminated to the outer face of lid sheet 36 by a layer of
adhesive 38a and second message sheet 37b is removably laminated to
the outer face of message sheet 37a by a layer of adhesive 38b.
Message sheets 37a and 37b also are composed of an imprintable
substrate and provide a substrate on which messages may be
imprinted. Message sheets 37a and 37b are removable from the lid
sheet 36 and from each other so that the messages may be viewed by
a consumer.
[0060] It will be noted that the adhesive layers 38 do not extend
across the entire opposing faces of lid sheet 36 and message sheets
37. Thus, there are portions 39a and 39b of the message sheets 37a
and 37b adjacent to two of their respective edges that are not
adhered to the lid sheet 36 or to each other. Providing areas 39a
and 39b facilitates the removal of the message sheet 37a and 37b
from the lid sheet 36 and from each other by providing areas which
can be grasped by a consumer's fingers to peel away the remainder
of the message sheet 37a and 37b.
[0061] Container 30 preferably is fabricated by an automated form,
fill, and seal process utilizing, for example, a continuous web 40
of lidding material as shown in FIG. 6. Web 40 comprises a lid web
46 and two message webs 47a and 47b laminated together by adhesive
layers 38a and 38b. Web 40 thereby provides a plurality of lid
sheets 36 and message sheets 37a and 37b defined by cut lines 41.
It will also be noted that each message sheet 37a and 37b is
provided, respectively, with areas 39a and 39b which facilitate
removal of the message sheets by applying adhesive 38 between lid
web 46 and message webs 47a and 47b only within adhesive boundary
lines 48.
[0062] It will be appreciated, therefore, that container 30 thus is
provided with two removable message sheets 37a and 37b both equal
in size to the lid sheet 36. Both sides of the message sheets 37a
and 37b may be imprinted with, for example, an advertising message,
thus providing the container with 200% more imprintable space than
would be provided by the lid sheet 36 alone. Moreover, unlike lid
sheet 36, no part of message sheets 37a and 37b have been in
contact with product packaged in the container and contaminated
thereby. It also will be appreciated that while the illustrated
embodiments 10 and 30 comprise, respectively, one and two message
sheets, the invention encompasses containers having three or more
message sheets.
[0063] As another example, and in accordance with a third preferred
embodiment, the novel cup container comprises a cup providing a
volume and having an open end through which a product is inserted
into the volume. The cup also comprises a flange extending from the
periphery of the open end. A first imprintable substrate sheet is
sealed to the cup on the flange and across the open end of the cup
to provide a lid for the cup and to define a sealed volume
accommodating the product. The container also comprises a second
imprintable substrate sheet which provides a substrate on which a
message may be imprinted. The second substrate sheet has a fold
therein which defines a first portion which is removably affixed to
the lid sheet on the exterior face thereof and a second portion
overlaying the first portion. Thus, the message sheet is separable
from the lid sheet, whereby the message may be removed from the lid
sheet and viewed by a consumer.
[0064] An example of this third preferred embodiment 50 is shown in
FIGS. 7-10. As best seen in FIG. 8, container 50 comprises a cup 51
which defines a volume 52 and has an open end 53 through which
product (not shown) may be inserted. A flange 54 extends from the
open end 53. Flange 54 provides a surface to which lidding 55 is
sealed.
[0065] More specifically, lidding 55 is a composite structure
comprising a lid sheet 56 and a folded message sheet 57. Lid sheet
56 is composed of an imprintable substrate and is sealed to flange
54 of cup 51 to seal volume 52. Message sheet 57 is removably
laminated to the lid sheet 56. That is, message sheet 57 is folded
such that a first portion 57a is removably laminated to the outer
face of lid sheet 56 by a layer of adhesive 58a and a second
portion 57b overlays the first portion 57a of the message sheet 57.
Preferably, the second portion 57b is removably laminated to the
first portion 57a by a layer of adhesive 58b. Message sheet 57 also
is composed of an imprintable substrate and provides a substrate on
which a message may be imprinted. The message sheet 57 is removable
from the lid sheet 56 so that the message may be viewed by a
consumer.
[0066] It will be noted that the adhesive layer 58b does not extend
across the entire opposing faces of portions 57a and 57b of message
sheet 57. Thus, there are areas 59 of the message sheet 57 adjacent
to its edges that are not adhered to each other. Providing areas 59
facilitates the removal of the message sheet 57 from the lid sheet
56 by providing areas which can be grasped by a consumer's fingers
to peel away the remainder of the message sheet 57.
[0067] Container 50 preferably is fabricated by an automated form,
fill, and seal process utilizing a continuous web of lidding
material fabricated, for example, from a lid web 66 and a message
web 67 as shown, respectively in FIGS. 9-10. Lid web 66 provides a
plurality of lid sheets 56 defined by cut lines 61. Message web 67
provides a plurality of message sheets 57, each have a first
portion 57a and a second portion 57b, defined by cut lines 61 and
fold line 62. Message web 67 is folded along fold line 62 such that
portions 57a and 57b overlay each other and are laminated together
with an adhesive layer 58b. It will also be noted that each message
sheet 57 is provided with areas 59 which facilitate removal of the
message sheet by applying adhesive layer 58b only within adhesive
boundary lines 68. After it is folded, message web 67 is removably
laminated to lid web 66 by adhesive layer 58a.
[0068] It will be appreciated, therefore, that container 50 thus is
provided with a single removable message sheet 57 twice the size of
lid sheet 56. Both sides of the message sheet 57 may be imprinted
with, for example, an advertising message, thus providing the
container with 200% more imprintable space than would be provided
by the lid sheet 56 alone. Moreover, unlike lid sheet 56, no part
of the message sheet 57 has been in contact with product packaged
in the container and contaminated thereby. It also will be
appreciated that while the illustrated embodiment 50 comprises a
message sheet having a single fold, the invention encompasses
containers wherein the message sheet has more than one fold, and
especially larger message sheets having more than one fold.
[0069] As a further example, and in accordance with a fourth
preferred embodiment, the novel cup container comprises a cup
providing a volume and having an open end through which a product
is inserted into the volume. The cup also comprises a flange
extending from the periphery of the open end. The container further
comprises an imprintable substrate sheet which has a lid section
that is sealed to the cup on the flange and across the open end of
the cup to provide a lid for the cup and to define a sealed volume
accommodating the product. The substrate sheet also has a message
section which provides a substrate on which a message may be
imprinted. The message section is separable from the lid section by
cutting or tearing the substrate sheet along the boundary between
the lid and message sections without compromising the integrity of
the sealed volume. Thus, the message may be removed from the sealed
container and viewed by a consumer.
[0070] An example of this fourth preferred embodiment 70 is shown
in FIGS. 11-13. As best seen in FIG. 12, container 70 comprises a
cup 71 which defines a volume 72 and has an open end 73 through
which product (not shown) may be inserted. A flange 74 extends from
the open end 73. Flange 74 provides a surface to which lidding 75
is sealed.
[0071] More specifically, lidding 75 is a folded structure composed
of an imprintable substrate sheet which has a lid section 76 and a
message section 77. Lid section 76 is sealed to flange 74 of cup 71
to seal volume 72. Substrate sheet 75 is folded along the boundary
between the lid section 76 and message section 77 such that message
section 77 overlays lid section 76. Preferably, message section 77
is removably laminated to the outer face of lid section 76 by a
layer of adhesive 78. Message section 77 provides a substrate on
which a message may be imprinted and is removable from the lid
section 76 by cutting or tearing the substrate sheet 75 along the
boundary between the lid section 76 and message section 77 so that
the message may be viewed by a consumer.
[0072] It will be noted that the adhesive layer 78 does not extend
across the entire opposing faces of lid section 76 and message
section 77. Thus, there is a portion 79 of the message section 77
adjacent to one of its edges that is not adhered to the lid section
76. Providing area 79 facilitates the removal of the message
section 77 from the lid section 76 by providing an area which can
be grasped by a consumer's fingers to peel away the remainder of
the message section 77 so that it can be torn or cut away from the
lid section 76.
[0073] Container 70 preferably is fabricated by an automated form,
fill, and seal process utilizing, for example, a continuous web 80
of lidding material as shown in FIG. 13. Web 80 provides a
plurality of lid sections 76 and message sections 77 defined by cut
lines 81 and fold line 82. Web 80 is folded along fold line 82 and
the respective lid sections 76 and message sections 77 are
laminated together by adhesive layer 78. It will also be noted that
each message section 77 is provided with areas 79 which facilitate
removal of the message sections by applying adhesive 78 only within
adhesive boundary lines 88. If desired, perforations (not shown)
may be provided in web 80 on or proximate to fold line 82 to enable
the message section 77 to be torn more easily from the lid section
76.
[0074] It will be appreciated, therefore, that container 70 thus is
provided with a single removable message section 77 equal in size
to the lid section 76. Both sides of the message section 77 may be
imprinted with, for example, an advertising message, thus providing
the container with 100% more imprintable space than would be
provided by the lid section 76 alone. Moreover, unlike lid section
76, no part of the message section 77 has been in contact with
product packaged in the container and contaminated thereby. It also
will be appreciated that while the illustrated embodiment 70
comprises a message section that is folded over the lid section,
the invention encompasses containers wherein the message section
has additional folds and is folded on itself and especially larger
message sections that are folded.
[0075] The foregoing preferred embodiments provide novel cup
containers that have separate message sheets, both folded and
unfolded, and message sections integral with lid sections, all with
the object of increasing the imprintable area available for
messages as compared to conventional cup containers. It will be
appreciated that other embodiments may comprise any combination of
such approaches, such as, for example, a cup container having a
folded and an unfolded message sheet similar to that shown,
respectively, in containers 50 and 10. In addition, as will become
apparent from the discussion that follows, the substrate sheets
used in the lid and message sheets, although illustrated as a
single layer, may themselves be a laminated substrate sheet.
[0076] In general, the novel containers may be used to package the
same types of products that are packaged in conventional cup
containers. Such products include, but are not limited to food
products, such as jams, jellies, honey, syrup, coffee creamers and
flavorings, butter, margarine, cream cheese, and other spreads,
ketchup, mayonnaise, mustard, salad dressings and sauces, and other
condiments, gelatin, puddings and other confections, fruit, yogurt,
water, juices, coffee, tea, and drink mixes, chemical products,
such as household cleaning and laundry products, medical products,
such as catheters, sutures, syringes, swab sticks, lancets, and
surgical gloves, and small parts. Such products may be in, but are
not limited to the form of solids, powders, granules, tablets,
liquids, semi-viscous liquids, pastes, gels, and gases.
[0077] While the novel cup containers may be used to package a wide
variety of products, they are particularly suitable for packaging
single-serve products, and especially single-serve food products.
Many single-serve food products are distributed in large part to
consumers in food service establishments. In such settings
consumers often have more time available for viewing
advertisements. It is expected, therefore, that advertising
messages carried on the novel containers would be more effective
when the product is a single-serve food product or other product
that is consumed or used under circumstances affording consumers
with significant time to examine the package.
[0078] In general, the novel cup containers for particular products
preferably are made of materials and processes that would be used
in packaging the product in conventional cup packages. Importantly,
depending on the product and the manner in which it is consumed,
the materials also may be required to meet certain regulatory
standards relating to health and safety, such as laws and
regulations implemented and enforced by the United States Food and
Drug Administration, Consumer Product Safety Commission, and other
governmental and industry organizations. It will be appreciated
that the novel containers, since they may be fabricated from
standard and approved materials, provide a medium for advertising
without diminishing the safety of the packaging.
[0079] More specifically, the cup may be fabricated from any of a
variety of materials that are commonly used to fabricate the cup
portion of conventional packaging. Such materials include papers
and metallic foils that may be pressure formed, but for many
products, cups made from thermoformable plastics, such as
polypropylene, polystyrene, polyethylene terphthalate, and high
density polyethylene, are preferred. Preferably the material will
have tear, tensile, stiffness, memory, and other physical
characteristics that render them suitable for use in conventional
automated form, fill, and seal processes and machinery.
[0080] The substrate sheets used in the lidding of the novel
containers in general may be composed of any of a wide variety of
imprintable substrates conventionally used in cup packaging. Such
substrates include paper, such as bond and machine glazed,
cellophane, and other synthetic or natural nonwoven fibrous
substrates, monolayer, multilayer, and coextruded films, such as
those composed of high and low density polyethylene, polypropylene,
ethylene vinyl alcohol, polyester, nylon, and other polymers, and
aluminum and other metallic alloys, and paper-film and other
laminate substrates. Suitable films will enable the imprinting of
an advertising message. They also should have tear, tensile,
stiffness, memory, and other physical characteristics that render
them suitable for use in automated printing and packaging
equipment. For many solid and powdered products, bond, book, and
other types of paper based stock are preferred as they are
relatively inexpensive, suitable for use in food products, may be
handled relatively easily by automated equipment, and provide an
excellent substrate for conventional printing processes. Machine
glazed paper is especially preferred as it will provide improved
print quality. Films and film laminate substrates are preferred for
the same reasons when the product to be packaged is a liquid or
viscous composition.
[0081] The substrate sheets may be either opaque, translucent or
substantially transparent, as desired. For example, both the lid
sheets and message sheets may be translucent or transparent to
allow consumers to view packaged product. As a further example, the
message sheet can also be constructed of a transparent or
translucent material so that a consumer may view indicia printed on
the lid sheet of the novel lidding.
[0082] The sheets used in the lidding of the novel containers also
may be made from the same substrate or different substrates. For
example, the lid sheet may be fabricated from a material that has
better barrier properties and the message sheet from another
material that is more suited to imprinting and automated processing
of the sheet as a coupon. Because generally it will be desired to
provide the lid sheet with the requisite barrier and tensile
properties to serve as a stand alone lid when the message sheet is
removed, such properties are not necessarily required for the
message sheet and, therefore, a wider range of materials may be
suitable for use as message sheets.
[0083] In general, the choice of material for the cups and lidding
substrate sheets will be determined by those and other factors well
known to those skilled in the art of packaging, and many suitable
materials are commercially available. Typically, the cup and sheet
material used in the novel containers for a particular product will
be the same types of materials used to package that product in
conventional cup packages. Importantly, if the packaged product is
a food product or other product intended for consumption, and the
cup or lid will come in sufficiently close contact therewith, the
materials must be suitable for use in food products, and most
preferably is approved by the U.S. Food and Drug Administration for
such use.
[0084] The sheets used to fabricate the lid sheet for the novel
containers are preferably coated or spotted in appropriate
locations with a heat sealable adhesive, such as those composed of
polyethylene and other thermoplastic polymers. Alternately, many
films suitable for use as substrates, such as low density
polyethylene (LDPE), are heat sealable. Pressure sensitive
adhesives also are an alternative. In general, any suitable method
of forming the necessary seal between the lid sheet and cup may be
used.
[0085] The novel containers all provide imprintable media which are
connected to the lid sheet or section that seals product within the
cup, but are separable therefrom and, preferably, without opening
the cup. In certain embodiments, such as container 70, a message
section extends from a lid section and is integral with the sheet
from which the lid section is made. It is removed by tearing or
cutting the message section from the lid section, and suitable
perforations may be provided to facilitate tearing away of the
message section. In other embodiments, such as containers 10, 30,
and 50, imprintable message sheets are removably affixed to the lid
sheet or other message sheets and are pealed therefrom. They may be
removably affixed thereto by conventional methods and materials
similar to those used to seal the lid sheet to the cup. For
example, if the substrate sheets are themselves heat sealable, the
message sheet and lid sheet may be lightly or spot bonded to each
other. Preferably, however, a peelable, low tack adhesive is used
so that the message sheet may be removed easily and without
damaging it. Any suitable method for removably connecting message
sheets to the lidding, however, may be used.
[0086] The message sheet preferably is removably affixed to the lid
sheet, whether by adhesive, heat bonding, or other methods, such
that the force required to peel the message sheet from the lid
sheet is less than the force required to peel the lid sheet from
the cup so that the message sheet may be more easily removed from
the rest of the lidding without breaking the seal and opening the
package. In the event that it is desired to deter consumers from
removing the message sheet without consuming the product, however,
the message sheet may be provided with a greater peel force so that
it is more difficult to remove it without removing the lidding in
its entirety.
[0087] Also, while in various preferred embodiments message sheets
are described as being laminated to lids sheets or other message
sheets by a substantially continuous layer of adhesive extending
across the entire or the substantial majority of opposing faces
thereof, it is not necessary, and may not even be desirable to do
so. Adhesive may be applied discontinuously, e.g., in spots or
lines. Also, message sheets may be affixed at only one end thereof,
or where a message section is integrally formed with the lid
section, left free of adhesive, so as to make it readily apparent
to the consumer that the message may be removed from the rest of
the lidding or simply to make the message more conspicuous.
Furthermore, even where the substantial portion of the opposing
faces are laminated together with a continuous or discontinuous
layer of adhesive, areas near the edges of the sheets may be left
free of adhesive to facilitate separation of message sheets by a
consumer. As with other materials used in the novel containers,
however, if the containers are for food products, the adhesive or
other sealing and bonding methods used in the lidding preferably is
suitable for use in association with food products as approved by
the U.S. Food and Drug Administration.
[0088] The advertising message may be imprinted by any of a number
of conventional printing processes well known to workers in the
art. It will be further appreciated, that in the context of the
subject invention, imprinting will be understood not only to
include such printing processes, but also impressing, watermarking,
bonding, fusing, embossing, burning, stenciling and other processes
by which indicia may be imparted to the substrate to communicate
the desired advertising message. The precise method of imprinting
will be coordinated with the choice of substrate, and vice versa.
Printing the advertising message, however, is preferred for cost
reasons and because it allows great flexibility in presenting the
advertising message. Soy based inks and other inks approved by the
U.S. Food and Drug Administration for use in association with food
products may be preferable or, under some circumstances, required
by law. Preferably the advertising messages are preprinted on a
suitable web prior to packaging. However, exterior or "show" sides
of the packaging may be printed using noncontact methods, such as
ink jet.
[0089] The advertising message, of course, will be determined by
the advertiser. It will be appreciated, however, that when the
message includes a manufacturer coupon redeemable by a consumer, it
will be advisable to select substrates and imprinting methods that
provide relatively high quality printing. That will improve machine
readability of the bar code that as a practical matter must be
associated with a manufacturer coupon. Also, while advertising
messages may be preferred for most commercial purposes, the message
may be in the nature of an inspirational, motivational, political
message or any message that may be desired.
[0090] It also will be appreciated that while described as lid
sections or sheets, the lid section or sheet in the novel container
typically will also have an imprinted message on at least its
exterior surface. In many instances, such messages will provide
identification and information on the product that is contained in
the package as is usually found in conventional cup containers.
Thus, essential product information will still be provided on the
container even when any message sheets or sections have been
removed. Similarly, the message sheet also may be imprinted with
product information, especially on the exterior face thereof, so
that prior to removal of the message sheet important product
information is still presented to the consumer. Additional
messages, and especially advertising messages, for most purposes
may be most advantageously imprinted on the inner faces of the
message sheets. Moreover, although the novel containers are
particularly useful in disseminating advertising messages other
than those pertaining to the packaged product, all messages
imprinted thereon may pertain to the packaged product.
[0091] It also will be appreciated that while all of the novel
containers specifically described comprise a single cup, joined
twin, triple and other multiple packs having, respectively, two,
three, or more cups attached together are known. Accordingly, the
subject invention is not limited to containers having a single cup.
Multiple cup containers having advertising media as described
herein are also within the scope of the invention as set forth in
the appended claims.
[0092] Also, while the illustrated embodiments all have a generally
rectangular shape, the subject invention is not limited thereto,
nor is it limited to generally circular shaped cup containers as
are also in common use. Cups having generally rectangular or
circular shapes are preferred for many products because they
efficiently utilize material and may be made relatively easily. The
subject invention, however, is not limited to cup containers where
the cup has any particular configuration. Cup containers having
other shapes are known or may be devised and may be used in
accordance with the subject invention. In general, the shape of the
cup portion of the novel containers preferably will approximate the
shape of conventional cup containers used to package a particular
product.
[0093] Likewise, the novel containers are not limited to any
particular size, but the cup portion of the novel containers also
preferably will approximate the size and dimensions of conventional
cup containers used to package the same product. It will be
appreciated, however, that the novel containers have particular
utility when a relatively small cup is desired, as such cup
containers heretofore have been extremely limited in providing
adequate space for advertising messages.
[0094] As with the cups, the message sheets or sections in the
lidding for the novel containers are not limited to a particular
size. For many applications it may be preferable to size the
message sheets or sections such that they are equal to the size of
the lid sheet so that the message area may be maximized for a given
cup size and a given number of sheets or layers in the lidding.
Such sizing also may be easier to accommodate in the context of
conventional manufacturing processes. For other applications,
however, it may be desired to leave a portion of the lid face
carrying the message sheet exposed, so the message sheet may be
sized accordingly. Similarly, while for many applications it may be
desirable or required that the message sheet or section not extend
beyond or away from the rest of the lidding, for other applications
providing an oversized message sheet or section, or providing a
message section that is not completely tacked down to the lid, may
increase the visibility of the message imprinted thereon.
[0095] In particular, the novel containers are particularly
suitable for packaging single-serve products, and especially
single-serve food products. Single-serve products are generally
understood to include products that are packaged in quantities
suitable for immediate use or consumption. Thus, packaging for
single-serve products typically are not resealable, as such
products typically are opened, the entire quantity consumed or
used, and the packaging discarded. Accordingly, the amount of
product in single-serve products, and the packaging for
single-serve products is relatively small. The novel cup
containers, because they provide significantly greater imprintable
area, may be quite small, yet still serve a medium for distributing
advertising messages.
[0096] Moreover, it will be appreciated that the novel cup
containers have significantly greater imprintable area, yet they do
not necessarily occupy significantly more space. Even when multiple
message sheets or folded message sheets are incorporated into the
container lidding, the lidding is not significantly thicker than
conventional lidding and the overall size of the container is
virtually unchanged. This is a significant advantage as many
single-serve products, especially those distributed through food
service establishments, are dispensed in holders designed to
accommodate certain, more or less standardized package sizes. The
novel containers may be sized according to such conventions, yet
still provide significantly larger areas for imprinting
messages.
[0097] This advantage is even greater as the size of the container
is diminished. Many single-serve products may be distributed under
circumstances affording a consumer a relatively greater opportunity
to view advertising messages. Again, single-serve products
distributed through food service establishments provide a good
example, as consumers often have considerable time to peruse such
products while they wait for their food. Given the size of their
containers, however, many single-serve products generally have only
a small area available for imprinting a message.
[0098] Most commonly, conventional cup containers having
rectangular configurations typically have a single lidding sheet
that is from about 1.44''.times.2.19'' to about 2''.times.2.75'' in
area, thus providing from about 3.15 to about 5.5 in.sup.2 of
imprintable area on the outer face of the lid. Conventional
circular shaped cup containers have a lid that is from about 1.3''
to about 3.15'' in diameter, thus providing from about 1.32 ; to
about 7.79 in.sup.2 of imprintable area on their outer face. For
example, single servings of jams and jellies are packaged in
generally rectangular cup containers having a lid that typically is
approximately 1.75'' by 2.25'' (3.94 in.sup.2). Single servings of
coffee cream and flavorings are packaged in generally circular cup
containers having lids that typically are approximately 1.38'' in
diameter (4.10 in.sup.2). While the inner face of the lid usually
is imprintable, many products will contaminate the inner face of
the lid thus limiting its desirability as a medium for advertising
or product messages. Thus, cup containers of such sizes have very
limited imprintable area and are poorly suited to much more than
basic product information and very simple branding messages, such
as an advertisers'name, slogan, or logo.
[0099] In particular, as a practical matter it is impossible to
provide a redeemable manufacturer coupon on many such cup
containers because of size constraints. A manufacturer typically
will include a bar code that is machine readable and used in
systems that manage accounting between a coupon issuer and a
merchant who honors the coupon. The size of such bar codes must be
sufficiently large so that it may be easily and accurately read,
but in doing so, there is little or no room left on a traditional
message slip to associate an advertising message with the bar
code.
[0100] In contrast, the novel containers may be fabricated with
cups having sizes essentially the same as conventional containers,
but with significantly greater imprintable area because they
comprise a message section as well. For example, as compared to the
outer face of conventional lidding, packaging jams and jellies in
novel packages such as container 10 with a conventionally sized cup
can provide 200% more imprintable area by providing a single
message sheet the same size as the lid sheet. Alternately, the same
container may be provided with two message sheets as in container
30 each message sheet having the same dimensions as the lid sheet.
Thus, the message sections would provide four imprintable faces,
increasing the total imprintable area in the lidding by 400%, and
provide ample room for even two redeemable manufacture coupons
having suitable bar coding for automated processing of the coupon.
Since they have never come in contact with product in the cup, the
message sheets also provide neat clean media that is more
attractive to consumers. At the same time, because the novel
container occupies very little more space than conventional
containers, they may be dispensed in food service establishments,
for example, in the same dispensers that are used to dispense
conventionally packaged single serve jellies.
[0101] Other examples are set forth in Table 1. Table 1 shows the
increase in imprintable area that is provided for by the novel
containers for various single serve products in various preferred
configurations and sizes where the cup container is either
rectangular, oval, or circular and the lidding is constructed
generally as shown in containers 10, 30, 50, and 70 above.
TABLE-US-00001 TABLE 1 Total Nominal Number Message Lidding Lid
Sheet of Sht Total Increase in Container Lidding Dimensions
Imprintable Message Imprint. Imprintable Imprintable Product Style
Style (in) Area (in.sup.2) Sheets Area (in.sup.2) Area (in.sup.2)
Area (%) Jelly Rect. 10 1.75 .times. 2.25 7.88 1 7.88 15.75 100
Jelly Rect. 30 1.75 .times. 2.25 7.88 2 15.75 23.63 200 Jelly Rect.
50 1.75 .times. 2.25 7.88 1 15.75 23.63 200 Jelly Rect. 70 1.75
.times. 2.25 7.88 1 7.88 15.75 100 Sauce Rect. 10 2.56 .times. 1.62
8.29 1 8.29 16.58 100 Sauce Rect. 30 2.56 .times. 1.62 8.29 2 16.58
24.87 200 Sauce Rect. 50 2.56 .times. 1.62 8.29 1 16.58 24.87 200
Sauce Rect. 70 2.56 .times. 1.62 8.29 1 8.29 16.58 100 Sauce Rect.
10 1.88 .times. 2.19 8.20 1 8.20 16.40 100 Sauce Rect. 30 1.88
.times. 2.19 8.20 2 16.40 24.60 200 Sauce Rect. 50 1.88 .times.
2.19 8.20 1 16.40 24.60 200 Sauce Rect. 70 1.88 .times. 2.19 8.20 1
8.20 16.40 100 Sauce Oval 10 2.5 .times. 1.88* 8.24 1 8.24 16.48
100 Sauce Oval 30 2.5 .times. 1.88* 8.24 2 16.48 24.72 200 Sauce
Oval 50 2.5 .times. 1.88* 8.24 1 16.48 24.72 200 Sauce Oval 70 2.5
.times. 1.88* 8.24 1 8.24 16.48 100 Creamer Circular 10 1.38 2.94 1
2.94 5.88 100 Creamer Circular 30 1.38 2.94 2 5.88 8.82 200 Creamer
Circular 10 1.31 2.70 1 2.70 5.40 100 Creamer Circular 30 1.31 2.70
2 5.40 8.10 200 Sauce Circular 10 2.25 7.94 1 7.94 15.88 100 Sauce
Circular 30 2.25 7.94 2 15.88 23.82 200 Sauce Circular 10 3.00
14.14 1 14.14 28.28 100 Sauce Circular 30 3.00 14.14 2 28.28 42.42
200 *Dimensions given are length of oval axes.
[0102] As may be seen from Table 1, the novel containers provide
much more imprintable area than conventional containers having the
same lidding dimensions, the imprintable area of conventional
containers being substantially equal to the imprintable area of the
lid sheet alone. Viewed from another perspective, while the
imprintable area provided on conventional lidding is substantially
equal to twice the nominal size of the lidding, the lidding of the
subject invention provides imprintable areas that are many
multiples of the lidding area. For example, the lidding in
container 10, whether in a generally rectangular or circular
configuration, will provide a total imprintable area that is four
times the nominal size of the lidding itself. The lidding in
container 30 will provide a total imprintable area equal to six
times the nominal size of the lidding. Preferably, the message
sheets or sections are sized to provide at least three, and more
preferably at least four or six times the nominal size of the
lidding.
[0103] It also should be noted that in Table 1 the imprintable area
for the lid sheet and the total imprintable area includes both
faces of the lid sheet, even though as a practical matter the inner
face is rarely used as a medium and the outer face's suitability
for use as a medium for certain messages, such as coupons, is
extremely limited. That is because in conventional cup containers,
the lidding and whatever advertising message may be imprinted
thereon is considered trash once the cup is opened. When the
product is a liquid, paste or any other product that leaves a
residue, the consumer may take great pains to avoid further contact
with the cup and lidding. Thus, for many products, including those
packaged in the novel containers, the inner face of the lid becomes
contaminated and is generally unsuitable for imprinting either
product or advertising messages, and even if it is sufficiently
large, the outer face of the lid also is poorly suited for
providing a coupon. The novel containers, however, not only have
much more imprintable area, but the increase in imprintable area
provides message areas that are never in contact with product in
the cup and which are separable from the cup preferably without
opening the cup. Thus, the consumer is provided with, for example,
a neat clean coupon that he or she may eventually redeem, all
without encountering any messy residues.
[0104] As noted herein, the novel containers are particularly
suited to single serve products which typically are relatively
small, and especially, to food and other single serve products,
because lidding with a relatively small nominal size may have a
relatively large amount of imprintable area, thereby allowing them
to incorporate manufacturer coupons and other more sophisticated
messages. Accordingly, especially preferred embodiments of the
novel containers will have lidding which has a nominal size of 4
in.sup.2 or less and a total imprintable area of at least 16
in.sup.2 , more preferably a nominal size of 6 in.sup.2 or less and
a total imprintable area of at least 24 in.sup.2, and more
preferably a nominal size of 8 in.sup.2 or less and a total
imprintable area of at least 32 in.sup.2. (As used herein, the
nominal size of lidding does not include the thickness of the
lidding and should be understood to refer to the dimensions of that
portion of the lidding sealed across the opening of the cup. For
example, rectangular cup containers such as those shown in the
preferred embodiments 10, 30, 50, and 70 are commonly used to
package jelly and the flange to which the lidding is sealed is
jelly cups very commonly is 1.75''.times.2.25''. Thus, the nominal
size of the lidding for all such containers would be
1.75''.times.2.25'' or 3.94 in.sup.2.)
[0105] When a redeemable coupon is imprinted on the novel lidding,
especially a manufacturer issued coupon that is to be redeemed
through a retailer, the coupon preferably includes the common
features of coupons commonly in use. Such features include an offer
value, such as "$1 Off", and additional offer details such as an
indication of the product, package size, locations where the coupon
may be redeemed, and an expiration date. It is especially preferred
that the coupon incorporate machine readable indicia, such as bar
codes, that will facilitate the automated processing of the coupon.
Preferably the bar codes imprinted on the message section meets
standards for UPC bar codes utilizing the UCC/EAN-128 Article
Numbering System as are known in the industry, but other codes may
be used and other information may be encoded therein. It also will
be appreciated that other machine readable indicia may be provided
in association with the coupon or other advertising message, such
as suitably encoded magnetic media films, or such other indicia and
readers and systems as may hereafter be developed or put into
common use for processing coupons.
[0106] It also will be appreciated that the novel containers may be
produced by making relatively minor modifications to conventional
processes and machinery for making cup containers. As is well known
in the art, such machinery includes continuous form, fill and seal
machinery for packaging a variety of products. Such machinery first
thermoforms or pressure molds a plurality of cups from a web of
suitable material such as those mentioned above, most commonly in
an array including a number of lanes. The cups then are filled and
sealed with a continuous web of suitable lidding material, thus
forming an array of sealed cups. The array of sealed cups then are
die cut into individual containers or, if desired, into combo packs
including more than one cup and preferably having suitable
perforations to enable consumers to more easily separate the cups
from each other. Manufactures of such equipment include Autoprod
Incorporated, Clearwater, Fla. U.S.A., Osgood Industries, Inc.,
Oldsmar, Fla., U.S.A., Winpak Ltd., Winnipeg, Manitoba, Canada.
Other processes, however, utilize preformed cups, preformed
lidding, or both preformed cups and lidding which are fed
individually into the machine for filling and sealing. Such
processes and machinery, however, typically are not as cost or time
efficient as continuous form, fill and seal processes and
machinery, and therefore, especially when relatively high volumes
are required, may not be preferred.
[0107] The methods of the subject invention are directed to
disseminating advertising messages to consumers. The novel methods
comprise packaging a product in a cup container having an
advertising message associated therewith which may be viewed by a
consumer, the cup container being one of the novel cup containers.
That is, the containers are selected from the group consisting of
the novel containers described herein or any subgroup thereof. The
packaged product with the advertising message is distributed to a
consumer outlet and then distributed to consumers associated with
the consumer outlet. The advertising message is thereby distributed
to consumers of the product.
[0108] It is especially preferred that the novel cup containers be
used to distribute single-serve food products distributed to
consumer outlets such as restaurants, concessions, institutions,
and other food service establishments. It will be appreciated that
consumers in such outlets often have a greater opportunity to view
advertising messages while they wait for and consume food. It is
expected, therefore, that the view rates for messages distributed
via the novel methods will be significantly greater than view rates
for other types of direct advertising.
[0109] The subject invention also provides for novel methods for
packaging and distributing products for dissemination to a target
consumer group. Those methods comprise packing a product in a cup
container having associated therewith an advertising message
pertaining to products or services other than the packaged product,
the advertising message being intended for a target consumer group.
The packaged product then is packaged in a shipping carton having a
machine readable indicator uniquely associated with the advertising
message. The indicator then is read and, in response to the
reading, the carton containing the packaged product is shipped to
consumer outlets associated with the target consumer group. The
advertising message then may be disseminated to the target consumer
group through the consumer outlets.
[0110] The novel methods are particularly suitable for distributing
single-serve food products packaged in the novel cup containers
through restaurants, concessions, institutions and other food
service establishments. Consumers in such establishments typically
have a greater opportunity to view advertisements while they are
waiting for or consuming their food. It is expected, therefore,
that such advertising campaigns will have relatively higher view
and response rates as compared to many conventional direct
advertising methods.
[0111] For example, an advertiser may wish to limit its campaign to
consumers in a specific geographical area or associated with
specific types of consumer outlets. A code or other indicator may
be assigned to that message and stored in a machine readable format
or medium which is printed, affixed, or otherwise associated with
the shipping carton for products containing the advertiser's
message. The indicator then may be read so that the product will be
shipped only to consumer outlets in the geographic area or of the
particular type targeted by the advertiser.
[0112] The shipping cartons may be any carton suitable for shipping
the packaged product and many such cartons are known and currently
in use. Likewise, the machine readable indicator, and the apparatus
for reading such indicators, may be selected from any such systems
as are known in the art For example, the indicator could be a bar
code readable by conventional bar code readers. Alternately, the
indicator could be text or numerical code that may be scanned and
interpreted by conventional scan readers. The indicator also could
be encoded on a microchip, magnetic strip, or other media for
recording data. Other systems for storing and reading an indicator
are known and may be used if desired.
[0113] It will be appreciated, therefore, that the novel methods
allow for efficient and effective dissemination of advertising
messages to targeted consumers.
[0114] For example, the novel methods most commonly will involve
the flow of information through four basic entities, (1) an agency
that coordinates the flow of information and product from (2) a
client who has an advertising or other message for dissemination,
(3) a packager who packages product in cup containers for
distribution by or under the authority of (4) a perceived source or
"manufacturer" of the product. It will be appreciated, of course,
that in some situations, those entities may be the same entity,
such as when a manufacturer desires to disseminate an advertising
message, such as a coupon that may be included toward future
purchases of a product being sampled. For some products the
perceived source or "manufacturer" may actually make and package
the product, but for other products the manufacture may contract
with an independent packager who may produce as well as package the
product. Likewise, those entities may utilize subcontractors,
suppliers, and the like.
[0115] The process generally begins with message specifications
provided to the agency by the client. Those specifications include
instructions as to the content and format of the message to be
imprinted on the lidding of the novel containers, for example, an
advertising coupon, and the quantity of messages to be disseminated
and the time period over which the messages will be distributed.
The instructions also may include the products with which the
message will be associated, and/or the consumers to whom the
message will be disseminated. It will be appreciated that a
particular message may be targeted to particular consumers by
associating the message with particular products, particular brands
of products, products to be distributed in a particular
geographical area, products to be distributed through particular
consumer outlets or types of consumer outlets, or a combination of
those and other factors believed to be associated with the targeted
consumers.
[0116] The message specifications of the client will be coordinated
with specifications provided by the manufacturer as to product
information that also will appear on the lidding, such as the
manufacturer's trademark, artwork, the generic name for the
product, and quantity and nutritional information. In particular,
if the client has specified that its message is to be disseminated
through certain products or certain brands of products, the client
specifications will be coordinated with the specifications of the
appropriate manufacturers. It also will be appreciated that the
message specifications will be coordinated, usually by the agency,
with the production schedule of the packager, especially where the
message will be disseminated to targeted consumers, as the quantity
of such messages generally will be limited by expected production
and sales levels for the specific products with which the message
will be associated.
[0117] Lidding is then prepared based on the client (or multiple
client) specifications and the manufacturer (or multiple
manufacturers) specifications. Most advantageously the lidding is
in the form of a continuous web of material that is suitable for
use in continuous form, fill, and seal processes and machinery. As
discussed above, however, packaging may proceed by other methods
and machinery, and lidding appropriate to such methods and
machinery will be prepared.
[0118] Preferably, the client specifications are transmitted from a
central computer maintained by the agency through a network, such
as the Internet, dedicated, or dial-up networks, to a computer or
computer system maintained by the packager to control its inventory
and operation of its packaging equipment. The packager's system
preferably is in communication with any subcontractor systems, such
as systems maintained by a lidding fabricator, so as to facilitate
the preparation of the lidding and the subsequent packaging of
product as described herein. Also, once the lidding has been
prepared, a code or other indicator, such as a bar code, may be
assigned to that message and stored in a machine readable format or
medium which is printed, affixed, or otherwise associated with the
lidding itself or the web roll, cassettes, jigs, or packaging in
which the lidding material is handled prior to its use in the
packaging process.
[0119] The packager then packages product as described above using
the lidding in accordance with the client specifications. For
example, if the client has specified a particular type of product
or brand of product, the lidding will be used to package that
product. Also, the product will be packaged in the quantities
specified by the client. Preferably, once communicated to the
packager's computer system, the relevant client specifications,
e.g., product and product quantity, are communicated to automated,
computer controlled packaging equipment in the packager's facility.
The packaging equipment also are preferably provided with suitable
readers for reading the message code associated with the lidding
means so that the lidding is applied to the specified product. The
equipment may also include suitable means, such as ink jet
sprayers, to apply, affix, or otherwise associate a code or other
indicator, such as a bar code, associated with the client message
which is in a machine readable format or medium to the package,
such as the cup.
[0120] Once the product is packaged using the lidding, it is then
packed and distributed in accordance with the client
specifications. For example, the client may have specified that the
message be distributed only through particular consumer outlets,
such as certain retailers or types of retailers, in certain
geographic areas, or certain time periods. In particular, client
specifications as to the distribution of the product may further
its purpose of reaching targeted consumers. Preferably, especially
when the cup containers are relatively small as are typical of
single serve products, the packaged products are packaged in a
shipping carton having a machine readable indicator uniquely
associated with the advertising message. The indicator then is read
and, in response to the reading, the carton containing the packaged
product is shipped to consumer outlets associated with the target
consumer group. The advertising message then may be disseminated to
the target consumer group through the consumer outlets.
[0121] While this invention has been disclosed and discussed
primarily in terms of specific embodiments thereof, it is not
intended to be limited thereto. Other modifications and embodiments
will be apparent to the worker in the art.
* * * * *