Special receptacle or package – Including ancillary article contacting medium – For tool or appliance
Reexamination Certificate
1999-05-25
2001-10-23
Bui, Luan K. (Department: 3728)
Special receptacle or package
Including ancillary article contacting medium
For tool or appliance
C206S440000, C206S459500
Reexamination Certificate
active
06305531
ABSTRACT:
BACKGROUND OF THE INVENTION
1. Field of the Invention
The present invention relates to reduced cost impregnated wipes in general, and to a method of directly distributing and tracking coupons and other advertising to a target market.
2. Description of the Related Art
Various types of impregnated wipes are known in the prior art. Such wipes are used for the application of a variety of formularies, such as lotions, sunscreen, insect repellent and cleaning fluids. These wipes are typically marketed as an alternative means to distribute a formulary of the particular company marketing the wipe. For instance, an insect repellent company having a proprietary insect repellent may market an insect repellent wipe, a suntan lotion company may market a suntan lotion wipe, and a cleaning fluid company may market a cleaning fluid wipe.
SUMMARY OF THE INVENTION
The present inventor has developed a new and innovative approach to using, marketing and reducing the cost of impregnated wipes, and a method of improving targeted advertising and even tracking such advertising and the results through such impregnated wipes.
As mentioned above, there are many different impregnated wipes known in the prior art. Many of these wipes have had limited success. The inventor has recognized that the limited success is typically due to the simple placement of a known formulary into an impregnated wipe by the company who owns the formulary.
However, it is often desirable to have a collection of different skin treatment or other fluids at one time. For example, during a camping trip a camper may desire to have on hand sunscreen, insect repellent, anti-itch lotion, sunburn treatment, deodorant and moisturizer. The camper usually brings separate bottles of each, which adds significant unneeded weight and size to the camping gear. Existing impregnated wipes are not grouped as a collection. Rather, a company with a particular formulary simply markets a wipe which carries the same formulary. The present inventor recognized that there is a need to provide a collection of different types of wipes that are suited for a particular purpose or outing. However, such a collection has not been provided.
In addition, the present inventor has also developed a way to more cost-effectively package such impregnated wipes. Most wipes are sold in foil or plastic packages having two sides. Typically, a package for a wipe has printed on it the product name and logo, company name and logo, package ingredients and directions for use. Packaging involves printing such text and designs onto foil or plastic sheets, cutting the sheets to the proper package size, and sealing them together in package form with the impregnated wipe therebetween. Unfortunately, the cost of such packaging is significant in comparison to the cost of making the wipes themselves and also causes a wipe to cost significantly more than the cost would be of purchasing the particular formulary in bottled or other bulk form. In the past, the marketers have believed that those who purchase the wipe will pay a premium for the convenience of having a disposable wipe. However, the significant premium over bulk packaged formularies also limits the market.
The present invention reduces the cost of such wipes significantly, particularly when sold in the collection format. More revenue to the manufacturer or a decrease in the cost to customers can be realized by charging other companies to advertise their products concurrently with sale of the wipes. Given value-minded consumers, if the packaging cost could be reduced, the cost or the premium over bulk purchase of a particular formulary could be reduced or eliminated, and yet the convenience of the disposable wipe could still be provided. The revenue generated by charging a fee for the provision of distribution and advertising information to retailers and advertisers provides this cost savings.
A limitation of current business methods employed to market wipes is that they do not take advantage of these business opportunities. Indeed, under the present invention, a collection of wipes can be provided or a collection of a particular type of wipe can be provided with advertising or coupons as the packaging material. More importantly, such advertising need not be limited to advertising for the particular owner of the formulary.
For instance, the wipe would have a particular brand known to be associated with the line of impregnated wipes in general, such as SPORTWIPE™, which brand could be associated with advertising and coupons which form a part of the packaging of the impregnated wipes. The advertising and coupons would be directed to the types of consumers that would select that particular wipe or collection of wipes. This is an unusual business method in that, typically, a product formulary owner does not advertise for other companies' products. In the present invention, the formulary need not be owned by the particular company marketing the wipes. Further, the coupons and advertising included as part of the packaging of the wipes may be directed to products sold by or services offered by any company which desires to advertise to the particular target market for the wipe or collection of wipes involved, including companies other than those owning the formulary or those marketing the wipes.
In essence, a collection of wipes could become a type of coupon book directed to the target market for the particular collection of wipes. Thus, the present invention provides a business method to advertise other companies' products concurrently with the sale of the wipes, to provide distribution and advertising information to retailers and advertisers, and also to reduce the cost of the product.
Finally, through the present invention, a coupon which forms a part of the packaging for a particular type of impregnated wipe would have significantly greater target market exposure and shelf life than a typical coupon used in the market today. For example, an insect repellent wipe may be carried in a sportsperson's jacket for months. Each time the sportsperson views the package, he or she will view the coupon for a particular product, which will provide advertising to that user in a repeated fashion. Moreover, when the wipe is finally used, the coupon can be retained for use. Accordingly, the coupon has a drastically increased shelf life as compared to conventional coupon systems.
The present invention also provides for improvements to wipe configurations and to tracking sales on behalf of the retailers.
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patent: 3685645 (1972-08-01), Kawaguchi
patent: 4696393 (1987-09-01), Laipply
patent: 4702378 (1987-10-01), Finkel et al.
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patent: 5487932 (1996-01-01), Dunshee
patent: 6013614 (2000-01-01), Mahdessian
Campbell's, Kellogg's team in soup, cereal promotion, Detroit News, Oct. 12, 1988.*
The Box with the Silver Lining, Brian Oliver, Jan. 13, 1982.
Bui Luan K.
Knobbe Martens Olson & Bear LLP
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