Jan 21 2010
2010 Packaging Trends #9 Oh Where Oh Where Has My Packaging Gone?
Consumers are confused by all the changes happening in their favorite brands. Once brand equity is established its important to keep continuity within the brand. Several ways to alienate the consumer is a complete rebrand where they simply don’t make the connection with the changes in the package.
Rebranding:
2009 brought about the rebranding of some well known products. One example we all know is the Tropicana rebranding fiasco. The company totally lost track of what the consumer expected when they changed their packaging to reflect a more modern look. Consumers were confused when they couldn’t find the trusted brand on the shelf.
Rebranding can be very touchy as consumers are expecting their product to look a certain way and in a certain place. Very few brands successfully complete a major over hall without some consumer fallout. In this case Tropicana lost a 20% market share during this adventure.
Packaging Shrink:
What is it? It’s when the product and its contents get smaller yet the prices remains the same. Its tricky for consumers because the actual size of the packaging may look the same yet the weight of the contents is less. CPG’s are tying to keep a consistent price point because there costs have gone up yet consumers feel they are misleading them by not clearly stating this on the packaging.
Smaller Package Same Price?
When Is A Half Gallon Really A Half Gallon OR A Quart A Quart
In this example you can clearly see the difference. Question is the price the same?
At least they are spelling out the difference in this one.
Via Mouseprint.org
We now have an educated customer that’s reading labels and taking notes. Not only are the reading them but they are comparing like products. Branded merchandise was already loosing ground to private label products, now even more so with the down turn in the economy. If your product shrinks and the consumer isn’t happy they WILL look for alternative especially if they are less expensive.
Considering consumer awareness of the incredible shrinking package and rebranding a smart marketing person would be looking for ways to provide more value not less and retain consumer brand awareness.
Redesign, rebranding and shrinking packaging won’t win the hearts and minds in today’s consumer. Brand loyalty isn’t what it used to be and once they are gone they might never come back.
Packaging Phrases To Watch For In 2010
- Packaging Shrink
- Rebranding
- Brand Loyalty
- Private Label
- Redesign
- CPG
- Tropicana
2 responses so far
Posts
Seems odd how many how many seem to have either not used, or steamrollered even basic research.
Even in my ad days, few changes happened with such as redesigns without getting Mr & Mrs consumer’s 2 cents.
On the other side, with a design notion we’re pitching, a bunch of folk with much bigger budgets than I are hiding behind ‘has it been researched?’. Thanks to a proof of concept grant I am now about to engage upon just that.
Hey, seems better to help them be convinced that they will make more money out of it:)
Nowadays customers look for what they have purchased in the past. If they can’t find it they move on. This is especially important with the growth of brands. Don’t puzzle customer for once they make the switch to an alternative product they may never come back.
Best Regards,