Wednesday, June 17, 2009

There Are Two Sides To Every Packaging Story

I have been reading some packaging reviews of some new products being introduced this spring and summer. I’m always intrigued by the interesting perspectives from different audiences.

Case in point when Tropicana introduced their new orange juice packaging the creative crowd raved about the packaging: saying it was sleek sophisticated, modern and very aesthetically pleasing.

On the other hand the consumer hated it, couldn’t find what the wanted and wanted the trademark orange and candy cane straw back on the package.

Which is the true packaging story? Turns out after spending $35 million (yes, 35) Tropicana went back to the original packaging the one the consumers loved.

Now Ritz and Oreo are introducing new product packaging @ Target. I’m seeing the same fracturing of opinions. The creative set thinks the package design is clean, simple and evocative. Consumers ask what’s the purpose of the “retro” look? It looks too simple, unfinished and again confusing to the consumer.

Personally I think it looks amateurish like a package missing the rest of the elements.

But time will tell whether consumer like this new packaging by buying the products. In the case of Tropicana package redesign sales fell almost 20%.

So what’s the moral of this packaging story? Just because it looks cool contemporary or in vogue with the latest packaging trends such as going “retro” it doesn’t mean consumers will like it and continue to buy the product.

Thursday, June 11, 2009

What Has Twitter Got To Do With Packaging?

Some forward thinking companies are incorporating the use of Twitter ID's on their product. The story broke this week Pepsi has included a Twitter tag on the can of its newest line of bubbly drinks Pepsi Raw.

If you are not yet a Twitter aficionado, Twitter is the latest and fastest growing social media. Brands are capitalizing on its followers to create evangelists for their brands. Adding a Twitter tag line on product packaging is the method of connecting with their core customer for their opinions and suggestions. While Pepsi Raw is not yet available in the states other brands are considering this very option as the latest social marketing tool.

So how does this work and what is the purpose?
The Twitter ID on the product packaging allows consumers to send direct comments to the company in 140 characters or less what they think about the product. At the same time CPG companies are tweeting too are offering free sample coupons and the latest information. Its a win-win for both parties.

The beauty is: Its immediate, its easy and its accessible and people love it! What's better way to connect with your customers in "real" time that putting your Twitter ID on the product packaging?

Need to understand how incorporating Twitter on your product packaging can build your brand? I can help. I'm the number one packaging Twitter pro. Follow me @ or visit

Friday, June 05, 2009 Where Packages are Judged by the People Who Buy Them...

Amazon, Wal-Mart and most recently YouTube are engaging the consumer in the online feedback process. Tropicana spent 35 million dollars creating a package that consumers hated because they didn't do the consumer interaction right the first time and learned a very expensive lesson. allows you to capture the pulse of the public quickly, effectively and economically:

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