Jun 28 2010
Does Your Packaging Smell?
This week there was a cereal recall because of smelly components in the product packaging. Smelly, as in the bad kind and in this case potentially a health hazard. More @ http://blogs.consumerreports.org/safety/2010/06/kelloggs-recalls-corn-pops-fruit-loops-honey-smacks-apple-jacks.html
I’m not talking about that type of packaging I’m talking capitalizing on one of the 5 underused senses.
Some the latest and most interesting packaging innovations are packages that smell. They give those olfactory glands a workout. Packages sporting “fragrances” such as chocolate vanilla and coffee. Just think of all the calories saved by smelling the package and not even eating the product. Weight watchers should love it this concept! Consider all of the applications of tricking your stomach into thinking you have eaten (after all
the smell of food is as important as the taste, well almost).
The lid contains the fragrance of the product within
This is a great concept: Using your nose to sell products. The “smelly” package. I can see both the pros and the cons of using this innovation. First, let me tell you I have some samples of
fragrance encapsulated in plastic and believe me they are still strong enough to knock over a horse. The encapsulated fragrance does not truly represent the “essence” it is supposed to, but it does have an odor that works. I’m sure other essences are more “true” in fragrance to the real product they represent. It is especially long lived too, e.g., never dilutes. In fact, the scent is so
strong that I had to move the samples out of nose region for sanity sake.
Consider all of those smells that equate to the good things in life. Did you know the number one fragrance that appeals to men is vanilla? Apple pie, mom and all those homey smells are wrapped up in the analysis of that one fragrance. I am not sure I want to smell like a vanilla bean but it is a very popular fragrance in its appeal to women too. Vanilla fragrance has a multitude of
applications useful in product packaging.
What about all the products manufactured that use a little “home cooked” smell? The opportunities are endless. While she is walking down the supermarket isle, delicious odors wafting about that are reminiscent of “home cooked” goodies. Even if she never uses the product, it could just sit on her shelf and smell as if she did. Forget fragrance candles. My toaster does it for me.
The scratch and sniff label application has been around for a while. It has always been prevalent in the cosmetic and toiletries industries but even toothpaste is using scratch and sniff now. How else could you discern your cinnamon toothpaste purchase from the bourbon flavored (just kidding)?
What about the coffee maker that emits the essence of fresh brewed Starbucks coffee?
Cha ching! Think about the sales you could capture in this successful marketplace by using an appropriately dispensed fragrance on your product (essence de cappuccino). Anyone ready for coffee?
Let’s face it. Marketers are looking for angles to get our attention in this sensory overload environment. Creating products emitting savory odors wafting down the shopping isles “Smelly” packaging could be just one more way to entice her to pick your product up off the shelf.
So think smells (the good kind that is).
But seriously how do I keep up with all the packaging innovation and technology? I read, research, speak, and write about it. Twitter is my new best friend for the latest news. If you want to tweet me I’m packagingdiva on Twitter.
How do you keep up?
Let me help you keep abreast of new technology and concepts such as smelly packaging that can impact your career or your business. Do you want me to know about your new product? Send me a quick email.
I’m currently researching:
Packaging Design Innovations
Packaging Patents
New Product Development
So let me know about your latest packaging innovation so I can share it with the thousands that follow my advice.
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