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.

 

Reed

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.

 

Where

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

advantages.

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

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