When you see the picture down below, you will guess the company right away. Yes, it is Coca-Cola. That is what the brand has done to our minds. Their packaging has set a legacy and without the existence of a bottle in the poster, we can still feel it. This is one of the smartest advertisements and also shows the impact and expei=rience of coca-cola on our minds.
What is Packaging?
A package provides prevention, protection, and resistance from tampers. It might also be used to store special physical, chemical, or biological needs. Packages may also bear facts about nutrition, ingredients, and manufacturing. These packages are usually for consumer goods available in supermarkets, local markets, or international markets.
That First Moment of Truth (FMOT) — or the first 3 to 7 seconds in which a potential customer encounters your product on a store shelf — is critical. The right packaging will not only catch the eye of consumers, but will also differentiate your product from your competitors. A strong package will also act as a marketing tool, telling the consumer what your brand is all about.
Companies that totally changed the game of packaging
- Carlsberg Breweries
Carlsberg, in the year 2018, took a very important yet minimal step towards sustainability. Instead of shrink wrapping or using plastic packaging for its six-pack, it decided to stick it with glue.
- Coca-Cola
Coca-Cola’s “Share the Coke” has been the world’s biggest and most successful marketing campaign ever. Its safe and wholesome message appeals to everyone. Along with it, their packaging trick of personalization made it even more special. It used the phrase “Share a Coke with…” and a name. This campaign made people look for their or their friend’s names on their bottles. In countries like India, they added relations like mom, friends, dad, etc. instead of names because of the ethnicity and complexity of names. This showed how the company knows its customers so well.
- RxBar
RxBar is a health and wellness bar that used transparent packaging to prove that it is extremely healthy. In 2017, they let out the product with transparent packaging and their sales grew up to 130 million USD from 6 million in just 3 years (2014 to 2017).
For more articles on food Marketing, agrotech, and technology related to the Indian food industry, check out FMTmagazine. FMT Magazine is an edition of the German publication. It is a comprehensive food and beverage magazine that connects the buyers and the sellers through content that is of international quality. The magazine over the entire spectrum of the food industry including content on policies. FMT Magazine stands for Food Marketing & Technology Magazine. The magazine carries articles on ingredients, processing, packaging, food safety, and marketing, along with interviews with top personalities in the Indian food industry.
