Design represents a business opportunity, and imperative, when the package is inextricable from the product.

An article in the New York Times got us thinking about about how compelling (and profitable) good design can be – even if that sense of design is applied to the humble Kleenex tissue box. Kleenex's launch of fruit-shaped seasonal packaging was intended to maintain category relevance during the summer months – a traditionally slow time period for the brand's sales – by catching attention on retail shelves. The strategy seems to be working, generating nearly 100% incrementality for the seasonal packaging, and not cannibalizing standard boxes.

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