Tag Archives: packaging

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   

 

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Clear Coffee – No Stains!

How many times have you spilled your coffee, and then had to deal with the dark stain left behind? My desk and papers are littered with coffee stains. But, those days are nearly at an end, thanks to CLR CFF – billed as the world’s first clear coffee drink.

The new beverage is made from Arabica coffee beans and water using a product method that makes the coffee colorless. The coffee does not have any preservatives, artificial flavors, or other sweeteners, giving the drink a low calorie count with only four calories. And of course the best part – if it spills, no stain!

Unfortunately for all U.S. coffee aficionados (who might be a little clumsy), CLR CFF is only available at select locations in the U.K. and Slovakia, or from the company’s Web site. So for now, be careful not to spill your current cup of coffee!

Group Activities and Discussion Questions:

  1. Discuss the importance of clearly defining a target market.
  2. Show CLR CFF video: https://youtu.be/ikZ3vBsewjU
  3. Web site: http://clrcff.com/
  4. For this product, what is the target market?
  5. Divide students into teams and have each team develop a profile of a target market for this product. Include demographics, psychographics, behaviors, values, attitudes, etc.
  6. Based on the target market profile, what makes this product ideal for these customers?
  7. Debrief the exercise.

Source:  Buzzfeed, Brandchannel.com

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Please, Blow into the Bag

tostios

In a unique package that can analyze breath, Tostitos is collaborating with Uber, Mothers Against Drunk Driving (MADD), and Tennessee Titans’ pro football player Delanie Walker. An estimated 70% of accidents on Super Bowl game day are alcohol-related. The social responsibility campaign is aimed at Super Bowl watchers to help them get home safely using a “party safe” Tostitos bag. (Walker’s aunt and uncle were killed in a drunk driving accident when he was playing in the 2013 Super Bowl for the 49ers.)

How does it work? When someone breathes into the bag, it can detect alcohol on their breath and then summon an Uber ride to get the customer home safely. If you’re ok to drive, the bag lights up green. But if you shouldn’t be driving, the bag flashes a red steering wheel with the message “Don’t drink & drive.” The party safe bag also offers a $10 discount on the ride home.

While the package isn’t commercially available for public purchase yet, it should be. As Walker stated in the video, “have a game plan for the big game.”

Group Activities and Discussion Questions:

  1. Discuss how companies can help promote safety and social responsibilities. What are some of the campaigns that students have seen?
  2. Pose a question to students: Do they have knowledge of someone (perhaps themselves) who should not have been driving at some time? What are the responsibilities of friends, bars, restaurants, and companies to provide safety?
  3. Show the Tostitos site and video: https://www.thatshowweparty.com/#intro
  4. What do students think about this?
  5. Divide students into teams. Have each team brainstorm about other products and brands that could build social responsibility campaigns such as this one.

Source: Brandchannel.com, USA Today    

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