Driven to Succeed

First Run of Puffs Car Cups Sells Out in Two Weeks at Target

 

BY CLIENT

BY DISCIPLINE

BY INDUSTRY

Puffs Car Cups

The consumer need for an on-the-go tissue has always existed, but consumer research found there was an unmet consumer need in the tissue category. Consumers needed more convenient means of taking tissue boxes on the go in the car and Interbrand’s push toward a car-specific structure for Procter & Gamble’s Puffs brand led to a unique, streamlined solution.

The new specialized carton structure was designed to fit most car cup holders. Interbrand’s collection of designs was based on popular fashion and accessory trends to compliment the consumers’ personal style and make a statement in the car and on the go.

Interbrand also developed the Car Cup name, signaling the product’s intended use. Four weeks of trial run inventory debuted at Target and sold out within two weeks. With the success of the first run of the product, Target has now requested to make Car Cups an everyday item, and Puffs is expanding this offer to retailers nationally.

Puffs Car Cups were awarded first place in BRANDPACKAGING’s 2012 Design Gallery.