Paint in good shape

By replacing round with rectangular, paint manufacturer Jotun has obtained both marketing extras and significant cost savings with a new container.

A cash cow sometimes needs a shot of vitamins to stay healthy. This is what Jotun has given one of its big brands for household paint by changing its packaging.

The brand − Jotaplast – had encountered a downturn in the market, but after switching to a new packaging solution the product is experiencing a comeback. Packaging Manager Ole Anton Bakke from Jotun Dekorativ explains:

“Jotaplast stands out in the new packaging due to its rectangular shape and big surfaces for decoration. Another advantage is the end user convenience it offers; it is easy to carry and the container is big enough to let the end user roll the paint on a roller directly from the container.”  

More containers on the pallet
From a logistical point of view the new packaging is also a step forward, according to Ole Anton Bakke. He says:

“There is room for 10 per cent more containers on a pallet which reduces the need for storage space in the stores of our customers and our own warehouses. It also minimises the need for transportation; by utilising every inch of the pallet we transport less air, so to speak.” 

Close cooperation with packaging supplier required
Jotun and RPC Superfos have had a close partnership for several years, which has been very valuable in this project.

“The change not only altered the shape of a container, but also required modifications of our production line. The new packaging also had to work in the paint mixing machines of our retail customers when they add the colour of the end users’ choice at the store. It made the change rather complex and therefore required a close and good teamwork between us and our packaging supplier.”

Jotaplast is sold in the Scandinavia market. The container for the new packaging solution is SuperCube from RPC Superfos in two different sizes, both with FlakeFree® lids to prevent unwanted flakes to fall into the paint.