Tag Archives: packaging

Careful What You Name Your Company

Names and labels are critical in consumer goods. Consumers demand transparency and authenticity – we want to know that companies are telling the truth and fulfilling their brand promises.  One brand currently under fire is Nestlé’s Waters’ Poland Spring Bottled Water.

A class action lawsuit for $5 million has been filed against Poland Spring for false advertising, deceptive labeling, breach of conflict, and other claims. The lawsuit argues that the company has misled consumers by labeling the product as “100% spring water,” thus suggesting that the water is high quality. It claims that “not one drop” of the water complies with the FDA’s definition of what constitutes spring water, and is instead considered “ground water.”

The FDA says spring water “shall be collected only at the spring or through a bore hole tapping the underground formation feeding the spring.” Consumers claim that the Poland Spring in Poland Spring, Maine went dry decades ago. Nestle said the “claims made in the lawsuit are without merit” and that they meet the FDA regulations, as well as all federal and state regulations.

What’s in your water?

Group Activities and Discussion Questions:

  1. Bring a few bottles of Poland Spring Water to class.
  2. Pass them around to students and see what conclusions the students have about the product.
  3. Next, have students look up the FDA definition of spring water. (https://www.fda.gov/food/resourcesforyou/consumers/ucm046894.htm)
  4. Does it comply with how the product is packaged and advertised?
  5. Show video: http://fortune.com/2017/08/17/nestle-poland-spring-water-lawsuit/
  6. Have students review the company’s Web site for information: https://www.polandspring.com/
  7. What course of action should the company take to reassure consumers and regain trust?

Source:  Fortune

Leave a comment

Filed under Classroom Activities

Changing Cigarette Packaging

Does packaging make a difference? With the recent change in European regulations for cigarette packaging, the tobacco companies hope that packaging doesn’t matter, while consumer health advocates hope it does make a difference.

The change in Europe is new EU legislation that determines how tobacco products are manufactured, produced, and sold across Europe. The revised rules, named the Tobacco Products Directive, ban flavored cigarettes as well as describe standardized packaging of tobacco products to minimize the impact of brand images, logos, colors, and names. The result is a standard package with sickly colors, standardized font and text, and very unattractive images of how smoking impacts consumers’ health.

Since packaging is part of marketing and advertising, the new regulations remove brand features and increase the size and type of health warnings. It is hoped that the new packaging will reduce the attractiveness of smoking, particularly to young people.

Will the new packaging matter?

Group Activities and Discussion Questions:

  1. Poll students: Who smokes, how much, when did they start?
  2. Discuss the role of packaging in branding and advertising.
  3. View the EU Tobacco Products Directive Web site: https://ec.europa.eu/health/tobacco/products_en
  4. View video about the directive: https://youtu.be/UPNwVsj1bCw
  5. Discuss the new packaging with students. How might it impact consumer behavior? Would the new package change any of their habits?

Source:  Brandchannel.com


Leave a comment

Filed under Classroom Activities

The Power of Packaging

Do you use packaging to help determine the quality and value of a product? If so, you are not alone. In marketing, we discuss the four Ps – product, price, place, and promotion. In reality of course, there are more than just four – a powerful fifth P is “packaging.” Packaging has the power to guide and influence consumer behavior. A creative package has the ability to totally change how a consumer perceives a product. Case in point: Suave.

Suave’s mission was to get beauty bloggers to try – and love – Suave’s low-cost shampoo. But instead of telling the bloggers it was Suave, the company repackaged and renamed the product “evaus.”  (Suave spelled backwards.) The beauty bloggers were then sent the new product and asked to use it for two weeks. Their responses were overwhelmingly positive. When the bloggers later attended an event in New York, it was revealed to them that they were using Suave, and not a premium-priced shampoo.

The subterfuge helps the company position itself for price-conscious millennial women. It also reinforces the notion that we can’t judge a book by its cover, or a shampoo by its bottle.

Group Activities and Discussion Questions:

  1. Discuss the role that packaging plays in marketing a product.
  2. Show the Suave case: https://secure.suave.com/campaigns/trying-is-believing/
  3. Divide students into teams. Have each team identify at least three products with packaging they like, and another three products with poor packaging.
  4. How does packaging influence perception about the product and quality?
  5. Next, assign each team a common household product and have them design new packaging.
  6. Debrief the exercise by showing the packaging and asking for responses.

Source: Brandchannel.com   


Leave a comment

Filed under Classroom Activities