| Amaray has long been considered the market | | | | Amaray worked hand-in-hand with DVD |
| leader in media packaging - particularly for DVD | | | | producers to create packaging that made sense |
| cases. And, for a long time, the company had | | | | for this burgeoning industry. In this case, it meant |
| been a victim of its own success with the term | | | | creating a packaging solution that was similar in |
| "Amaray case" becoming synonymous with "DVD | | | | size to VHS packaging. Why? Because that meant |
| case" regardless of what brand. Polyline, however, | | | | that video stores could use the same point of |
| is starting to see a reversal of this trend. Fewer | | | | sale displays to feature DVDs or VHS tapes. And, |
| people are using the terms interchangeably; most | | | | for the home consumer, it meant that DVDs |
| customers prefer to use the term "DVD cases" | | | | could be stored on the same shelves as their |
| when placing an order. | | | | VHS tapes. |
| Out of the hundred or so calls an inside sales | | | | So, when the DVD industry was new, Amaray |
| person will field in a given day, only one or two of | | | | took the lead and created a case that became a |
| those callers will ask for an Amaray case. But, out | | | | standard in the media packaging industry. As a |
| of those callers who are asking for Amaray by | | | | result, the phrase Amaray case became |
| name, most of those are still using the term | | | | interchangeable with DVD case. It was Amaray's |
| generically. Some of our competitors are doing | | | | reputation for quality, however, that made the |
| this as well, which has led to some confusion | | | | name last as long as it had. |
| when our customers are trying to compare | | | | "I'd have to say there will always be some people |
| prices. | | | | who will use the name Amaray generically for a |
| "When a customer asks for an Amaray case, the | | | | DVD case," said Schlobohm, "but I think the trend |
| first thing we want to know is how much the | | | | is fading." |
| customer is looking to spend," Mary Crevoiserat, | | | | How can you be sure you are getting a true |
| inside sales manager for Polyline, said. "That will tell | | | | Amaray brand case? These four tips will help you |
| us whether they are looking for a real Amaray | | | | tell the difference between an Amaray case and |
| brand DVD case, because people who are seeking | | | | another brand: |
| an Amaray brand case usually know the value of | | | | 1. Check the product description or ask your sales |
| the case." | | | | representative if the DVD case can be used on |
| "Our only problem right now is the Internet," she | | | | an automated line. |
| continued. There are sites advertising Amaray | | | | Because Amaray DVD cases are made from 100 |
| cases for 10 or 15-cents per piece, which just isn't | | | | percent virgin material, the cases are strong |
| possible when you're talking about Amaray as a | | | | enough and consistent enough in size that they |
| brand. | | | | can be used on any automated line. |
| True Amaray brand DVD cases are made with | | | | 2. Check the shipping weight. |
| 100% virgin material. This creates a case that is | | | | Because recycled plastics weigh less, Amaray |
| heavier and stronger than cases which contain | | | | DVD cases are heavier - around 67 grams per |
| recycled materials. It also creates a case that is | | | | piece. |
| more expensive to produce. | | | | 3. Look for the logo. |
| "Amaray has long been known for the quality and | | | | Ask for a sample of the DVD case you plan to |
| durability of its products," said Crevoiserat. "They | | | | order. Amaray cases have a unique, pattended |
| are known for making excellent products that last | | | | push-button hub. And near this hub, you will find a |
| and are usually a little more expensive." | | | | stylized "A" logo embossed into the case. (The |
| You'd think that once a brand name becomes | | | | "A" doesn't stand for Amaray. It is the logo for |
| synonymous with a category of items that its | | | | "AGI" as in "AGI Amaray" and "AGI Media," the |
| use would only become more pervasive, but | | | | current patent holders for the hub design.) If you |
| Amaray has been a long-time player in the media | | | | search further, you will also find the word |
| packaging industry and the use of its name has | | | | "Amaray" embossed inside the case. This is |
| changed over the years. Polyline has been | | | | usually located on the case's binding. |
| carrying a variety of Amaray media packaging | | | | 4. Smell the difference. |
| since the 1970s, said Chief Operating Officer Mike | | | | If you are daring, you can also try sniffing the |
| Schlobohm. For a long time, when someone asked | | | | DVD case. Recycled plastics have a distinctive |
| for an Amaray case, they were talking about the | | | | scent - kind of like burnt rubber. The more |
| Amaray audio cassette box, he said. | | | | recycled content a DVD case has the more |
| As one of the first manufacturers of DVD cases, | | | | noticeable that scent becomes. |