More and more companies are putting added emphasis on that last moment of opportunity to influence the consumer: the in-store on-shelf experience via the brand’s packaging. Packaging has become a new frontier in the war for the consumer’s dollar in the fast moving consumer goods category. Think about it: though advertising can help stimulate brand awareness, a brand that doesn’t grab the consumer’s attention when he or she is shopping in the store has little chance to impact the brand’s bottom line.