Repackaging is a popular way to refresh an existing product, and sometimes capture more off-season sales. Take the case of Kleenex tissues, which enjoy the greatest sales during cold and flu season, but during the warmer months, not so much. Kleenex looked to spur year-round demand by designing packaging with decorative seasonal themes. Last summer it introduced wedge-shaped “fruit” boxes at Target stores. Offered with colorful watermelon, orange and lime illustrations done by Los Angeles-based artist Hiroko Sanders, the novelty boxes were a huge hit with customers who wanted to add a happy slice of summer to their décor. This year Kleenex has extended its award-winning fruit packaging to major retailers nationwide.

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