Progressive Grocer Product

WIN 2015

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Winter 2015 / Progressive Grocer Products Showcase 7 While packaging is still the primary vehicle of trial in a traditional marketing mix where the package needs to stand out and be a reminder of advertising cues, the role of packaging will evolve toward being a billboard of promotion geared toward retrial and loyalty building. "Think of it almost as your one chance to combine your PR and promotion all in one box," says Eric Zeitoun, managing director and co- founder of Black Bamboo, a New York City-based brand strategy frm. Packaging is the last chance for a brand to end up in a basket. "All other media — publicity, advertising, coupons, social, etc. — is one step or more away from the moment of decision," says Aaron Keller, chief executive ofcer and managing principal of Capsule, a Minneapolis- based strategic brand design agency. "Packaging is crucial because it makes the brand tangible to consumers," says Ted Mininni, president and creative director of Design Force Inc., Medford, N.J. "Whether CPG brands have heritage or they're new, packaging either attracts customers to buy the brand at the shelf, where 70 percent of purchasing decisions are made, or it doesn't." Some CPG companies may feel that packaging is just a container or a cost center. Sometimes, though, packaging innovation can be more potent in addressing a consumer pain point than the product itself. "From cups to squeezables to pouches, packaging innovation has had the power to re-inject value in many categories, such as personal care, condiments, baby food and soups," Zeitoun says. Package design's impact on brand proft can even be isolated from that of advertising, sales promotion, pricing, web presence, social media and all other branding eforts. And once it is isolated, package design's return on investment can be quantifed, says Rob Wallace, brand advocate and managing partner at Best of Breed Branding Consortium, New York City. "Research proves that when done well, package design generates a higher ROI than any other marketing efort bar none," he says. Packaging is the greatest consumer infuencer, thus, budgetary parameters should not preclude n a world where the traditional marketing mix is being entirely rethought with customary advertising and promotion giving way to customized oferings informed by big data, the role of packaging is changing as well. cover feature When package design is expertly leveraged, it expresses what the brand is and what it stands for with all of its nuances. attractive results for existing or new brands alike, adds Jackie DeLise, founder of Beckon Consulting Arts, a New York City-based brand strategy and packaging consultancy. "There needs to be a brand champion who leads the process, partners in collaboration to gain consensus overall and builds this gorgeous sales vehicle," she says. Despite its importance, packaging too often is considered an afterthought, a less-than-important part of the process and not a contributor to the sale of a product. "Sad, but many of the products we buy today are boxed, clam shelled or bagged in a package with very little consideration for the human being making the purchase," Keller says." In many cases, the package is designed for transportation, security or preserving the product inside. Just walk the aisle and pull out packages and ask yourself, why is this package so hard to open? Why is this other package hard to reseal? Why hasn't someone considered you, the human being, when designing the package?" Packaging Makes the Brand A brand's package is its identity. No other brand identity efort generates nearly the reach and impact that packaging does. "Literally 100 percent of all potential consumers see and are infuenced by the brand identity before they purchase the brand," Best of Breed Branding Consortium's Wallace says. "Advertising, sales promotion, websites and

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