Jun 29 2009
Great Eggspectations With Your Product Packaging
Eggs one of life’s mainstays (for most of us) now is being branded with new and unusual packaging.
It used to be that you went to the store and picked up a case of eggs usually with what’s on sales without much thought as to where they came from. The basic molded pulp egg carton, now that EPS expanded polystyrene eggs cartons are passé.
Now all that has changed with the advent of branding and marketing for virtually almost every food product, eggs being no exception to what can be branded to induce you to purchase them.
I’m sure you have all seen various TV commercials for Egg-Lands Best. The cartons in these pics are rather nicer than the ones I get at my store but still just your basic egg carton with some nice egg photos.
So have can one build a brand though product packaging if its more than just an egg? What will make your egg carton stand out on the shelf from other brands?
If it’s organic it’s easy to differentiate because consumers will be looking for less and more natural packaging. Words like organic, green, natural all appeal to this market segment. They want to identify the type packaging used with the product inside so brown or kraft paper and the gray of molded pulp are a good complement to this type packaging. It looks natural and it is!
Courtesy of TheDieline.com
But what if you are introducing a new brand such as the licensing of Disney eggs? I’ve seen Disney almost everything in food packaging. Obviously you need the Disney logo and characters counting on the brand to carry the impulse purchase along with some heavy advertising.
So the next time you go to your supermarket to pick up a dozen eggs decide which is more powerful package branding to you? The basic egg carton, Organic Eggs, Green Eggs or Disney Eggs? Companies are counting on their unique and different egg packaging to sway you into purchasing their brand and live up to their great eggspectations.
2 responses so far
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First of all, I’m a fan of the Great Eggspectations restaurant chain so this post caught my eye. They have fantastic omelets. But I digress. Honestly, I am swayed by packaging only if the item is more than a commodity to me. Like if it’s a special gift or I am buying something to pamper or take care of myself with. If I’m buying eggs, which I view as commodities and nothing really special, I usually just get the least expensive organic kind at whatever store I’m in at the time. Also, coupons sway me too. If I can get a less expensive egg using a coupon, I’ll buy it no matter what the packaging looks like. But Mickey’s smile on a package, in and of itself, does not impress me, and neither do the fancy little packages that look very gourmet. But that’s just me. Thanks for sharing such interesting information! Love the photos too.
I’m certainly not swayed by Mickey or any other corporate images. And the organic eggs that look like they’re in styrofoam cups? I like the kraft paper look, but whats up with that? Plain and simple works best for me. I’ll most likely choose the organic eggs with the least amount of packaging, made from post consumer waste, recyclable, etc. …but then my husband does all the grocery shopping so I’m happy with whatever he brings home! Eggs are not usually on his list though since our neighbors have chickens and our own chickens will be old enough to lay soon.