When packaging comes to play
In our new series Time Travel with Packaging, we look at how packaging often becomes a differentiator through fun elements that engage beyond practical aspects.
Packaging holds intrigue. All of us know its charms. Who hasn’t seen a child play with the cardboard box instead of the expensive toy it came with? And don’t we all know someone who keeps mementos or sewing supplies in a cookie tin they picked up on a holiday?
Going beyond its primary use, packaging often becomes a part of our daily lives. Manufacturers were quick to catch on to this consumer behaviour and leverage it early on to differentiate their product on the shelf. This trend continues to date, with technology now helping take consumer engagement to the next level.
Lasting potential
Cereal companies were among the first to use packaging as marketing tools. Colourful boxes with mascots and fun elements were vital in popularising this breakfast food. Cereal boxes became part of the breakfast experience – from consumers competing to solve puzzles and mazes to hours of play inspired by cut-out 3d models and toys on the packs. Such on-pack promotions often led to buying decisions driven by kids.
As the idea of considering children as consumers grew, so did the trend to create packaging designed to appeal directly to a younger audience – including tie-ins with famous characters. Take Hi-C Ecto Cooler™, a soft drink that had a cult following in the 80s and 90s owing to a rebranding tied to The Real Ghostbusters TV series. In recent times, however, adding popular cartoon characters to packaging has become commonplace, making it more difficult for brands to differentiate.
Mascot magic
A mascot can cut through marketing clutter and stand the test of time if done right – be it Ronald McDonald or Tony the Tiger. Mascots not only make products instantly recognisable but also capture the imagination of younger consumers. Take the case of Juhayna Junior’s band of dinosaurs representing different flavours of juice and sharing fun facts – a rebranding initiative geared towards making the product kid-centric.
Though on-pack promotions are a popular and economic way of providing a little extra to consumers, brands have historically been limited by space constraints. But as innovative technologies turn packaging into digital touchpoints, connected packaging makes this issue a thing of the past.
An emotional connection
With creative use of QR codes, brands can connect with consumers on an emotional level: like Cadbury on Valentine’s Day, which launched two personalised campaigns for two diverse cultures. In the UK, they enabled consumers to deliver a personal video message with a box of chocolates. And in India, couples could scan the QR code on a bar of chocolate to deliver a secret message via Cadbury print ads and billboards.
Gamification and beyond
Making a pack interactive is the way forward when it comes to consumer engagement. And this is what gamification is doing: from video or AR-enabled games accessed via QR code, to custom experiences via targeted websites. Packaging is now one more channel that elevates the user experience – with the potential to do even more. Explore how SIG’s connected pack solutions can help drive up your brand engagement.
In the next part of this series, we will explore how packaging has played a role in helping consumers save money – a priority that has remained relevant throughout the decades. Subscribe to SIGnals Update, our exclusive bi-weekly newsletter, for this story and more.
- May 26, 2022