Skyrocketing packaging costs are forcing brand marketers to be as creative as they can in controlling expenses. With consumer price increases hard to achieve in the current marketplace, the difference may be carved out of marketing budgets.
"The environment right now is that we can't pass on costs to the consumer," said Stuart Greenblatt, a spokesman for Keebler Co., Elmhurst, Ill. Other savings must be found to compensate.
"Pulp is going up. Corrugated is going up. But we hav