Packaging News You Can Use

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

Tags: Brand Loyalty, Consumers, CPG, packaging, packaging shrink, Private Label, Rebranding, Redesign, retail, Tropicana

CPG’s (consumer products) are under attack as consumer battle economic woes. If you have noticed many of the 1st tier brands are being moved to less attractive shelf space due to the advent of private label brands for most retailers.

Almost every retailer now has its own brand and it used to be on a very limited scale. Now they are branching out as consumer demand more variety at an attractive price even venturing into private label categories such as liquor. Not just copying existing brands as private label did in the past.

It is an interesting conundrum as retailers struggle for shelf space just what should a private label look like. Some are going basic like Wal-Mart’s “Great Value” brand

Via MyPrivateBrand.com

Or Target’s packaging rebrand from its signature Bulls Eye to

Personally, this goes too far towards generic private label.

Lest you think all private label packaging is ugly or just plain mundane look at

these.

Recent Examples:

Via mypbrand.com

Costco introduces Kirkland Signature Private Brand premium tequila. Kirkland Signature Añejo Tequila, is available in select Costco warehouses in states that allow retail liquor sales.

In this product image provided by Sam’s Club, a bottle of Rue 33, the company’s private label vodka, is shown. Discount chain Sam’s Club, a subsidiary of Wal-Mart Stores Inc., is venturing into the spirits world, launching Rue 33 this month in more than 240 stores. (AP Photo/Sam’s Club)

So regardless what your private label packaging looks like, consumers are on the hunt for value brands and it will be at the expense of the premium and CPG brands. So think creatively about private label just don’t consider it as a second tier brand

Packaging Phrases To Watch For In 2010:

• Private Label
• Generic
• Economical
• Value Packaging
• Wal-Mart
• Target
• Branding
• Marketing
• Rebranding

Tags: branding, Economical, Generic, marketing, Private Label, Rebranding, Target, Value Packaging, Wal-Mart