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Packing Matters: Amplifying your Brand


As shoppers become more focused on getting in and out of the store faster with each visit, it is important to note that to gain the attention of the busy shopper at retail, you must pay attention to your products' packaging; because your packaging is just as important as the product itself. According to Cincinnati research agency AcuPoll, about 95% of new products introduced each year fail; one reason for this is because many shoppers do not have the time to look closely and weigh the advantages/disadvantages of every product they see on the shelf. To avoid being overlooked, some brands have notably given their packaging more thought and care when attempting to grab attention at retail.

BLUE BUNNY GOT A NEW BLUE BUNNY

When a product sits on a shelf with other competing products or in an aisle with hundreds of others, changing the color, size or other features of its packaging can make it stand out to shoppers. Blue Bunny, a well-known ice cream brand owned by Wells Enterprises, decided to rebrand their look with a fun, new vision complete with a new logo and package re-design for every one of their products. More notably, the new packaging for their ice cream tubs is a noticeable change in the freezer aisle that is grabbing the attention of shoppers. Blue Bunny approached their package redesign by transitioning from a container with imagery of ice cream and banners of their logo to a transparent container that shows the ice cream and flavor ingredients in it, without you having to open the lid. Blue Bunny's new design is exactly the way many people want their ice cream; pure and simple.

COCA-COLA’S RED DISC

Coca-Cola, a soda classic, announced in April of 2016, that they were about to embark on a major global packaging change by using their signature "red disc" on every bottle/can on the shelf, to graphically unify Coke, Diet Coke, Coca-Cola Life, and Coke Zero. According to Chief Marketing Officer of Coca-Cola, Marcos de Quinto, "Packaging is our most visible asset … the Coca-Cola Red Disc has become a signature element of the brand, synonymous with great taste, uplift and refreshment. By applying it to our packaging in a bold way … we make it even easier for consumers to choose their Coca-Cola with or without calories, with or without caffeine". The red disc unifies bottles and cans on a global scale which allows distinct sub-brands to remain coordinated despite language or geographical differences. Coca-Cola has had great successes throughout their brand design history, and this is no different; it is clear to see that the popular soda brand has made an extra effort to employ their packaging with purpose and familiarity; qualities of packaging that consumers can trust and rely on when shopping. Building brand loyalty through consistent and engaging packaging can be a key point to any brand both in and out of retail and has been a quality that Coca-Cola has never overlooked.

WHY IT’S SO HARD TO THOW AWAY AN APPLE BOX

Not only does packaging have the ability to grab attention from the shelf, but packaging can also add to the overall experience of the product. While packaging may seem secondary to most electronics companies, Apple takes package design very seriously. From the iPad, iPhone, and Apple Watch to the Macbook Pros and Earpods, anyone who has ever opened an Apple box can attest that Apple paid special attention to their packaging. So much so, that according to Adam Lashinsky's book, "Inside Apple" for months, a packaging designer was holed up in this room performing the most mundane of tasks - opening boxes, hundreds of boxes, testing to see what options were the best of the best. The result was packaging that is intentional, innovative, and different. Obviously, for Apple, packaging is more than just the box that holds the product, showing that the consumer experience goes beyond the device itself and begins when a consumer picks the box up from the shelf, causing their iconic packaging to be a popular association with the brand itself.

Over time, packaging has proven to be an integral part of the shopper’s experience that cannot and should not be overlooked. With shelves full of products crying out for the shopper’s attention all at the same time, it is easy to say that you want your brand to be amplified among the clutter and to do that, you should never underestimate the power of packaging.


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SWOOP | Student-Managed Advertising and PR Agency

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