Dec 29 2006
7 Packaging Resolutions For The New Year
I’d like you to take a moment to reflect on the past year from a packaging perspective. There were lots of stories in the news both good and bad about the role packaging has to play in our society. One thing that most consumers will think of is the “spinach crisis and plastic clamshells.”
But let’s think about how we can positively promote our industry in the minds of the consumer for 07.
Set your sites on a few resolutions to create a more lasting impression with the ultimate market for your products: the customer.
First learn to think like the customer. At one time or another, we all shop. Think critically from that side of the aisle. What annoys you in product packaging? Step back and think about what packaging attributes you like and why. Recently, I was interviewed about this topic and why marketers insist on changing well-defined and successful product packaging. Don’t get caught up in change for changes sake. Listen to what the customer says.
Understand your target market. Whether its women, men, boomers or a younger generation it’s important to understand what the consumer expects from your product packaging. Does your packaging connect with the consumer in a meaningful way? Here is an example of what I mean by connecting. We all know Elizabeth Taylor and the upscale image she portrays. Remember her White Diamonds campaign? Well, someone persuaded her to endorse a new cologne, Daytona 500. Duh! She went from Diamonds to NASCAR. No consumer can make that leap regardless how well the product is packaged.
Learn from bad packaging examples. There are a number of good ideas that went bad for a number of reasons such as: Fabuloso is a cleaning product that’s packaging makes it look like a beverage. It looks and smells like a sports drink, but it’s actually a household cleaner. It caused more than 100 poisonings. Don’t forget about Wolfgang Puck’s self heating latte can that exploded or leaked. The product had to be recalled from the shelf.
Learn from good packaging examples. There are so many good examples it’s hard to select just a few so I decided to use some from some “hot” packaging categories. Pets and bottled water. One of my favorites is Bling H20. When I read about Bling H20, I initially thought it was a great marketing ploy but then I realized that primary target demographics: boomers and women would be the ideal audience. These groups have money to spend and are willing to spend it for the right products. The luxury consumable market is also on the rise and products are being created to meet the demand. People are willing to invest in themselves with a little luxury spending so why not luxury bottle water?
Think about this unique marketing and packaging application too. Prepared meals for dogs, sounds good enough for humans to eat. “BENEFUL® ELEVATES PET FOOD TO NEW HEIGHTS WITH INTRODUCTION OF FIRST-EVER PREPARED MEALS FOR DOGS. The difference is visible, as Beneful Prepared Meals showcase the eight, mouthwatering varieties and real food ingredients in clear, ready-to-serve, re-sealable plastic containers.” This was a new packaging innovation in pet food.
Create brand extensions through innovation not just by adding a so called new and improved packaged product. Here are examples of two recent packaging innovations that have crossed over though innovation. Wishbone salad dressing typically marketed in a pourable bottle now has moved into a spray pump application. Spritz a little dressing on your salad. The product fulfills a consumer need to have an easier way of calorie control for people who are watching their weight. Another example is Laughing Cow Cheese in the traditional foil wrapped wedges has moved into a squeeze bottle application, making it easier for portion control and also easier to spread.
Stay on top of industry trends. Two important ones to consider in 07 include:
1) Environmental sustainability or “green” packaging products. What is the truth behind companies touting green packaging for the benefit of society? Environmental issues are a hot topic right now, so people are climbing aboard. Global warming topics are on the news daily and people are looking for scapegoats as to its cause. Companies such as Wal-Mart are driving manufacturers to consider more environmentally friendly options in their packaging materials. In fact, they just unveiled their packaging scorecard to continue their commitment of reducing packaging across its global supply chain by 5 percent by 2013.
2) Private label growth. “PLMA president Brian Sharoff presented the findings at the trade show. According to the survey, 41% of shoppers now say they are “frequent” buyers of store brands, up from 36% five years ago. Seven in ten surveyed said private label products they buy are as good, if not better, than their national brand counterparts, called a significant increase over five years ago.”
More trends to watch in my upcoming 2007 packaging trends piece.
Think big picture. One of the most surprising things I read this week was about the most popular web searches on the Internet. Despite the obvious media “superstars” that are popular some of the other “hottest” inquires for name brands that are not American. Yes, I know we are brainwashed to thinking that the USA is the center of the universe, but take a clue this is changing and your packaging had better keep up.
The bottom line is whatever the resolution you make for your product packaging remember the consumer is king/queen. If they demand things as to your product packaging, resolve to listen to them.
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