When packaging inspires taste
In part four of Time Travel with Packaging, we explore how instructional information on packaging has been pivotal in bringing about a shift in the consumer mindset when it comes to adopting new products.
Imagine a world with no instructions on any packaging. No information on how to open a pack, use the product itself, or even store it. Would today’s shopping landscape look any different, and would products like cake mixes, instant noodles, and even condensed milk be as popular if consumers had not been taught how to use them?
The answer is, most likely, no.
The first half of 1900s saw massive innovation in packaged foods, from cereals to ready meals and canned goods. Some products became popular instantly while some others needed time to catch on. One core strategy for popularising such items was to show people how to use the products optimally. And this is where the importance of how-to instructions and custom recipes printed on packs came into play.
Novelty to mainstream
At that time when homemakers were primarily women, they would often buy a new product influenced by its advertisement. Manufacturers had one shot at impressing them. So, they employed other women to come up with creative recipes to be printed on packaging. And the rest is history. Some early fans not just made these recipes family favourites but even passed them on to the next generation, creating long-lasting legacies.
Today, an internet search of back of the box recipes turns out thousands of results. These include blogs, social media videos and even compilations in magazines and cookbooks – all of which stand testimony to what effective consumer engagement can achieve.
Physical to digital
The fact that back of the box recipes are now online shows a change in the way people consume information today. And this change has even spilled on to packaging providing manufacturers many avenues to engage with consumers. For example, scanning a code on a food and beverage pack can now lead to a repository of custom recipes, video tutorials from celebrities on social media, or even promotional limited-time content.
Digital engagement also enables manufacturers to get a better understanding of consumer preferences. We, at SIG, leverage our understanding of what makes a perfect pack for a consumer and therefore our connected pack solutions enable manufacturers to provide experiences beyond the pack and product. Talk to us to explore how our PAC.ENGAGE solution can help you make a mark in this area.
In the next part of the series, we will look further into the power of information and its role in fostering brand loyalty. Subscribe to SIGnals Update, our exclusive bi-weekly newsletter, for more on the series as well as other interesting insights about the food and beverage industry.
- August 04, 2022