Notes

This company is advertising its cartons that are two pounds lighter than average and can be used for a wide variety of products. The image is of a carton and mushrooms, implying that it is made of some type of mushroom. It is also in black and white.

They broke up over the cranberry sauce. Roared over the marinated herring. And went into stitching when we put it in potato salad. But it’s hard to laugh off the low cost of International Paper Pure-Pak milk cartons. Only a nickel a gallon container. Even shipping charges are easier to take, because Pure-Paks are up to 2 pounds lighter than glass. Lighter than plastic or metal containers, too. And because a Pure-Pak is flat until filled, it takes up 90% less space when your plant storage room. When filled it still takes up 20%-40% less shelf space than round packages. No wonder so many products are finding their way into International Paper Pure-Paks. Here’s just a sampling: sugar, syrups, sauces, soups, fruit slices, butter, cheese, chow mein, frozen eggs, plant foods, detergents, bb’s and practically all epsom salts sold. What about your product? Is it suited for a Pure-Pak? Just ask Jock McNair, our New Product Specialist. Fill him in on things like shelf life. Is it frozen? Dry? What size does it come in? (We can handle half-pints, pints, quarts, half-gallons, gallons and two gallons.) Is aroma important? (Special foil-lined Pure-Paks seal in food fragrances.) Should we consider hot filling? Give Jock all the dope. He’ll tell you– in all professional candor– whether or not we can put you in Pure-Pak. Send all the product specifications (or the prodcut itself) to Jock’s attention at the International Paper Company, 220 East 42nd Street, N.Y.C., N.Y. 10017. Please don’t hesitate to tell us about your product, no matter what it is. We promise not to laugh. The International Paper Company, where good ideas grow on trees.  

I like how this company used humor to capture manufacturers’ attention. They also used the black-and-white marketing strategy, which, in my eyes, is meant to seem professional while also making jokes. This reminds me of how lightweight packaging changed shipping costs in the mid-century. Georgia Salcau