Jan 12 2010
2010 Packaging Trends #3 Your Packaging Does What?
Gone are the days of packages sitting prettily on the shelf. There is too much competition so companies are looking for unique ways to engage the consumer. Much of this revolves around interactive packaging and social media where consumers are engaged through secondary actions. Smart or intelligent packages that help you make an informed decision or at the very least point you in the right direction. The mobile consumer is the target of much of these packaging innovations.
This field is in its infancy but statistics bear out that this type of package marketing is the wave of the future and is only limited by marketer’s imagination.
Recent Examples:
Augmented Reality
Via Notcot.com
Together with a camera and display screen, the software lets LEGO packaging reveal its contents fully-assembled within live 3D animated scenes.
2d Barcodes Engaging the Consumers In New Ways
Cheetos mobile site is Spanish
The Frito-Lay subsidiary in Mexico called Sabritas used a 2D bar code on special Halloween version of Cheetos packages to engage consumers.
Application can automatically launch a specific mobile Web site and deliver downloadable content.
Packaging Redesign Through Utilizing Social Media
Via Mashable.com
Here’s a new twist. VitaminWater used Facebook to build this brand and its flavor? What else could it be called but “Connect.”
I see new packaging videos everyday on YouTube too. Either explaining the packaging or making fun of it and in some cases engaging you in a decision.
One caution about these innovation packaging technologies, consumers are already overloaded as you will see in a future trend. There is only so much input a consumer can digest given the fact they already see thousands of marketing messages a day.
Packaging Phrases To Watch For In 2010:
- Augmented Reality
- 2D Barcodes
- Social Media
- Smart Packaging
- Intelligent Packaging
- Nanotechnology
- YouTube
3 responses so far
3 Responses to “2010 Packaging Trends #3 Your Packaging Does What?”
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Of course, one of the greatest customer-engaging (by being, at its most basic, re:warding) is reuse, either coincidental, tweaked or, best of all, designed-in and then properly coordinated to maximise community impact.
Examples of these do exist, but the potential for so many more is yet to be realised.
The fun… and saving (to people and planet)… is just beginning.
And the winners will be those brands who want to ride the wave rather than wonder what passed by or is about to dump on ‘em:)
Being smart about packaging (including engaging the end-user and maximizing recycling and reuse capabilities) is just the right thing to do. As Peter says, the potential is there – great article, Joanne.
The collaboration with FaceBook is a stroke of genius for Vitamin Water. I hope it tastes good …