Century Products Company

Client Background

Following the strategic move of molding, packaging and printing operations to the Pacific Rim in order to remain competitive, Century Products, a well-established leader in the design, engineering and manufacturing of infant and toddler-aged products throughout the international marketplace, needed to successfully introduce a new line of fourteen products, in a short time frame, to an international tradeshow for retail-level buyers.

Carton design and art was prepared by Caler&Company and sent for offshore production. No errors occurred despite the required multiple languages on the cartons and language barriers between Caler&Company and Pacific rim production.

The Challenge

To remain cost-effective and internationally viable, the new product line's packaging had to feature English, French and Spanish versions of all regulatory guidelines and warnings. This required a complex set of tasks that included communicating with several foreign markets and legal agencies, acquiring accurate translations of and gaining approval on all required statements, meeting all federal and international guidelines, while maintaining appeal to retail buyers.

The Outcome

Working directly with the organization's Product Manager, Caler&Company met the narrow deadline, designing, developing and producing packaging for the new line of child products, including car seats, strollers, swings and high chairs. Each product-specific package included the multilingual warnings and regulatory copy, as well as new product photography. Additionally, Caler&Company created dual-sided point-of-sale hang tags for the strollers, which informed consumers and featured product benefits and salient features, also in multiple language translations.

With the completion of this new, innovative packaging, Century Products experienced a successful and on-time launch of the new product line at the international tradeshow. Following this success, the organization retained Caler&Company to provide ongoing marketing communications initiatives including consumer advertising, product literature, toy packaging, product guides and instruction manuals.

The Caler Team designed, developed and produced informative, multi-language hang tags which became the hard-working sales tool at the point-of purchase for the new product line. The entire system was produced in 9 business days.

"I was extremely pleased with how quickly and efficiently you and your staff were able to turn around such a large volume of work in what I believed was an impossible time frame. Everyone, from all levels of your company, was there to make sure our needs were met."

Shelly R. DiMattio
Director of Marketing Services
Century Products Co.