When Nostalgia Sells

Using past memories is a powerful marketing strategy. It brings us back to an idealized past where life was easier and simpler. On packaging, retro artwork not only serves to express the brand’s heritage, it also helps kick up its perception of authenticity and quality.

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CONNECTED PACKAGING: PACKAGING THAT “DOES”

Wouldn’t it be nice to get a text from your fridge reminding you to get milk on the way home? Or an app that turns the light on and controls the temperature of your living room remotely? What about a toothbrush that tells you when you’ve brushed long enough? Thanks to the Internet of Things (IoT) – that ecosystem of internet-connected objects that interact with one another –, this is now a reality. Not only in home appliances but also in healthcare, public safety, transportation, or retail. And because of the increased availability of printed electronics combined with real-time cloud software, IoT is quickly giving packaging a chance to be interactive, too.

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The Unboxing Experience

Tiffany & Co. for some, is one of the most desired name to wear around the finger. For marketers, it’s also one of the most recognizable retail boxes of all time. Here’s a company that understood early on that the way a product is packed contributes to brand distinctiveness, and the way that product is unpacked helps forge a unique brand experience. That sense of excitement and anticipation many brides-to-be feel when presented a Tiffany’s would not be quite the same would they not go through the process – ritual even – of lifting the lid of that pretty robin’s egg blue box after having carefully untied the white satin ribbon laced around it.

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Kit Kat – Making a Case for Shape

There won’t be any trademark protection for the Kit Kat shape in the UK. The British High Court ruled a few weeks ago against Kit Kat’s manufacturer Nestlé in the long-running battle opposing it to confectionery rival Cadbury. The shape of the four-fingered candy bar is just “not distinctive enough” to warrant a trademark, the judge presiding over the case concluded.

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Holiday Packaging Done Right

It is definitely that time of year again. From the streets and storefronts that shine bright, to the tunes that lull the radio waves, to the packaging of the foods we’re about to eat our fill of -- Christmas is around the corner, loud and clear. Year after year we wait for this time to be transported to another world – a world of wonder, magic and joy. And to fully get into the holiday spirit, we buy the marked-up limited edition Christmas M&Ms pack and find ourselves reaching for that more expensive grocery bag with the cute reindeer design on it.

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How to Kill Brands (And Bring Others to Life)

Competing on the shelf is tough. And for parity products like breakfast cereal that go after similar segments, it’s even tougher. That’s why packaging design is really the last and the most critical influencer on the buying decision continuum. Miss that opportunity to showcase your unique value or benefit – be it ingredients, flavor or price - and your consumers will likely reach for a more relevant option. Even your mascot’s engaging stare might not be enough to persuade them.

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PACKAGING THAT STARES BACK

The findings of a recent study led by Cornell University suggest that cereal box spokes-characters who make eye contact with consumers have a higher incidence of improving brand trust and brand connection thus influencing choice. And sales.

Gender crossover – beer for women

Brands that have traditionally been directed at a male audience are now launching various alternatives intended for women. And vice versa. This is especially evident in the cosmetic industry, think of Axe.

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