The Clamshell Package

Posted on June 29, 2009 | Permalink

By Lane Casteix

Is the clamshell package the victim of bad PR and poor marketing? That is what Sterling Anthony thinks in his article on the package that everyone loves to hate.

Mr. Anthony points out that both cans and wine bottles require special tools to open them, but that was obvious to the consumer. The failure of the clamshell packer is they expected consumers to figure out that scissors would have solved the problem. Now of course there are special tools available for opening clamshells, and they come in - what else? - a clamshell.

He argues that the clamshell deserves its place in the market because it displays the product well and reduces pilferage and thus results in cost savings for the consumer.