Successful business’s and brands understand the importance of seeing packaging as a key attribute to their products
Why is it so important? Richard Reed the
co-founder of the Innocent believes it is the most important
aspect of marketing a Fast Moving Consumer goods range (FMCG)
Speaking at the business funding show he
went on to say, Ì´ÌÕI think realistically for most FMCG products the packaging is
more important than the productÌ´ÌÒ Stated reed. Ì´ÌÕIt is how you get noticed and
create desire, and input what it is that you stand forÌ´ÌÒ.
Reed highlights the importance of brands
getting the packaging 100% right before investing in any marketing.
As a company we much prefer to be included
the whole way through the design process, clients can tap into our
constructional and design knowledge.
see’s Innocent’s first attempt in entering the orange juice market is the most
compelling example of this.
Innocent’s first attempt resulted in failure
with the supermarkets, due to them only achieving sales of Ì´A£4m. As a result of
this the supermarkets delisted them. However, when they tried for the second
time they had achieved a turnover of Ì´A£80m in the second year.
Over the two attempts the product itself
did not change, nor the price or the brand. What changed was the packaging,
putting the product into a plastic bottle and calling it a Ì´ÌÓcarafe’.
The changes in Revenue are staggering. Reed
believed that the consumer did not know the products existed at their first
attempt as it looked the same as all there competition.
This case study example really shows the
importance of getting the packaging right and creating the right looks in your
market for your products.
do you stop with packaging? Is seasonal packaging necessary?
Keeping the trend on the importance of
packaging for the FMCG, should this be developed further, changing seasonally
to align with the important yearly holidays?
65% feel holiday candy should have seasonal
packaging (NCA 2015), this stat alone shows there is customer expectation
involved in this decision.
The problems that arise with providing this
service when you get it wrong it can be very costly. Having to offer price
reductions to get rid of left over seasonal candy can affect profit margins. A
lot of consumers look out for price-reduced candy for the obvious price
Hershey’s in America came up with a simple
solution to extend the shelf life of their seasonal products over Halloween.
They used autumn themes and colours instead of using ghosts and witches. Could
this cause confusion?
It seems to us, seasonal packaging does
work, but you have to handle it with care, it speak volumes if the largest
brands in the market place are very selective with how they go about their
seasonal branding and packaging.
We have been acquiring expertise in packaging solutions for 35 years, feel free to tap into our hard earned knowledge! Contact us now