Packaging as a marketing tool

Packaging that stands out on the shelves in a sea of ​​similar shapes and materials tends to be “different” in some way. The packaging can be visually a brighter color, a different shape, an unusual size or calls for consumer engagement.

One of those packs that caught my eye recently was New Zealand’s Monday hair care line. I have to admit that I bought a set even though I don’t use this brand of shampoo, all because I loved the packaging. Other packs that have stood out to me lately are those that create consumer engagement and invite you to be part of their story.

Looking at the wide range of finalists in the new Marketing Design of the Year category for the Australasian Packaging Innovation & Design Awards (PIDA) 2021, there are some innovative examples of how packaging can become one of the most powerful tools. powerful and most important for marketing. a product and a brand.

Packaging should be seen as an opportunity to create strong and evocative messages to your consumers and to build brand loyalty. This can incorporate the functionality of the packaging, the aesthetic design and exceptional visual appearance that makes the packaging stand out on the shelves, the premium and gift style design and / or unique and interactive communication tools on the shelf. ‘packaging.

Two examples of the Marketing category finalists are Cutri Fruit ‘Galaxy’ peaches and KitKat ‘Recycle Me, Give the Planet a Break’ packaging.

“Out of this world” packaging for Saturn’s peaches

When designing the Galaxy Fruits Saturn Peaches packaging for Cutri Fruit, NAVI Co Global ventured into new territory and created an intuitive and interactive brand for consumers.

For over 40 years Cutri has only supplied supermarkets with unbranded generic products and for the first time decided to officially introduce his brand to consumers. Cutri wanted the packaging to make a positive, unique and engaging first impression for customers, and also fit for purpose. She was looking for an “out of this world” offer for her uniquely shaped peaches and wanted the packaging to create a point of difference on the shelf.

The packaging uses bright colors and eye-catching graphics including interactive elements to bond emotionally and ultimately generate interest and awareness of this new strain.

In the center of the drawing is a window that highlights the flat, Saturn-like shape of the peaches. The window can also be used as a projection screen which can be reused over and over again.

Cutri wanted the interactive section to create activities for kids such as coloring pages and pop-outs to create collectibles and encourage repeat purchases.

Cutri Fruit Galaxy Fruit Peaches Saturn

Packaging has created its own version of augmented reality with the cell phone projector, bringing space to living rooms across the country and serving as a channel for kids to learn about space, creativity, and nutrition. healthy.

A QR code is also integrated on the packaging so that consumers can learn more about Galaxy Fruits Saturn peaches and the packaging itself also includes a variety of messages.

Move the recycling message to the front of the package

KitKat Recycle me, give the planet a break

According to a recent survey conducted by Nestlé Australia, 80% of Australians show a strong desire to recycle properly; however, nearly 48% of the nation simply messes up and ends up throwing out the packaging incorrectly.

To encourage and educate Australians to ‘give the planet a break’ by properly recycling their soft plastics, KitKat has made the bold decision to temporarily replace its logo on its four-finger milk chocolate bar with a call to recycle in-store. .

The limited edition bars feature a KitKat-inspired recycling symbol and an explicit call to action for everyone to actively drop packaging into REDcycle collection bins, located in most major Australian supermarkets.

What sets this packaging apart is that the KitKat packaging artwork design completely removes the KitKat branding from the front of the packaging and replaces it with a Mobius buckle, a symbol consumers associate with recycling.

The use of the Mobius buckle symbol occupies the front of the packaging, attracts attention and makes consumers clearly aware of the importance of recyclable packaging.

The Mobius loop symbol is accompanied by the slogan “Recycle me, give the planet a break”, which is also a pun on the slogan “Have a break, have a KitKat”. This ties the Nestlé KitKat brand to its sustainability message, which can have a lasting impact on the consumer.

The design of the front of the packaging also includes an arrow pointing to a bin with the message “Drop off in store”, which educates and educates consumers on the recycling method for flexible plastics. The “drop off in store” statement refers to the Australasian Recycling Logo (ARL) instruction to enter a REDcycle participating retailer and drop flexible plastic packaging into the collection bins.

In the past, the packaging sustainability message was usually placed on the side or back of the packaging. The previous packaging illustration focused on the product or brand itself, not the recyclability of the packaging.

This new KitKat design allows packaging sustainability to be the primary element in the packaging illustration, without depriving the consumer of the ability to recognize the product. The basic design elements of the KITKAT brand – the red color, the iconic shape and the white oval background – are still retained.

The next time you walk the aisles, keep an eye out for packaging that stands out on the shelves and drives consumer engagement.

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