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FOR IMMEDIATE RELEASE

ONBRAND WINS PACKAGING AWARDS AT PAC 2005

February 24, 2005 – Toronto based packaging design agency, Onbrand, today announced it has won a Gold Award for McNeil Consumer Healthcare’s recently launched TYLENOL* Ultra Relief product, and a Silver Award for Ganong’s Caramel ‘n’ Peanut Clusters and Peanut Butter Melt Christmas packaging in the Packaging Association of Canada’s 2005 National Packaging Competition.

“We believe the purpose of the package is to drive consumer interest in our clients’ brands,” says Greg Bérubé, President, Onbrand, “Seventy per cent (70%) of purchases are unplanned so our package design strategy revolves around conveying the brand’s benefits and providing a compelling reason for the consumer to buy. Winning a Gold and Silver Award tells us that the Onbrand approach, We Think Shelf, is paying off.”

Gold in the Paperboard Packaging category was awarded to TYLENOL* Ultra Relief; the acetaminophen with pain relief enhancer line extension from McNeil. The package design challenge was to create a brand that was clearly differentiated from the other brands in the TYLENOL* family of products. Onbrand designed the new TYLENOL* Ultra Relief package with an industry-leading holographic foil, combined with a starburst image using shades of yellows and reds to draw attention to the new SKU. The use of the holographic foil is a first in the pain relief category. Initial consumer trial and acceptance of the new brand has been greater than anticipated, and the PAC Judges’ recognition further indicates that the Onbrand approach is helping guide our clients’ brand down the path of success.

In the Flexible Packaging category, Ganong’s Caramel ‘n’ Peanut Clusters and Peanut Butter Melt Christmas packaging won Silver. Onbrand and the printer Genpak LP partnered to bring out the festive colours of the Christmas season in the packaging images. A new process called Opal Tone printing was employed to brighten the package. By overlaying the standard process colours with more red, green and blue, the image becomes much more vibrant and eye-catching to shoppers.

The Packaging Association of Canada’s National Packaging Competition showcases Canadian packaging and design industries for the creative and innovative industry that it is. Judging for the competition took place January 15th and 16th, 2005. The judging panel was made up of more than 70 brand owners, designers, package converters, printers, film producers and packaging journalists.

Onbrand’s thanks goes to McNeil Consumer Healthcare, Ganong Bros., Limited, Jones Packaging Inc., C. Wilson and Associates/Autumn Graphics, Genpak LP and GMF Flexo Prepress Inc. for their work on these two projects.

Onbrand is a group of branding consultants to category-leading marketers of consumer goods and services. The firm, based in Toronto Canada, creates, maintains and builds sustainable sales advantage for brands in 19 industry categories. Through its Brand Profiler and Brand First tools, the firm leads strategy development, brand creation, implementation, governance, and care-taking for such market leaders as Tim Hortons, Parmalat, Moosehead, Revlon and McNeil Consumer Healthcare. Onbrand is owned by MDC Partners Inc., Canada’s largest publicly held communications company.

For more information or interviews please contact Rob Landsmann, Account Manager Fantail Communications, rob@fantailinc.com, 416-363-4805.

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