Breaking the Mold with New Packaging.

Lately, we’ve been giving considerable thought to the idea of packaging as the “game changer”, since so many products aren’t. With a proliferation of “me too” products in just about every consumer product category, the onus is truly on package design to make the difference. As 2011 comes to a close, we decided to address this topic for the brand managers and marketers among our loyal BOLT! readers. As always, we welcome your thoughts.

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Who said that cereal has to come in paperboard boxes with a billboard front? Malt-O-Meal doesn’t think so. That’s why its cold cereal line nixes boxes and is packaged in plastic bags instead. Is it any less attractive to the eye than conventional cereal packaging? No. In fact, its colorful packaging is a show stopper in aisles filled with boxes where consumers see the same kinds of cereals they purchase already. The difference? These cost less and come in re-sealable bags.

Every once in a while packaging breaks the category mold, conventional wisdom and every rule in the book. When it does, everybody takes notice. And if the packaging and product quality live up to consumer expectations when they use it, chances are good it will be a success. While revolutionary package structure is terrific, especially if it refers back to the brand and its assets convincingly and substantially differentiates it, there’s more here than meets the eye.

This is about more than appearance. After all, good looks are only skin deep. It’s no secret that unique package structure helps avoid the dreaded commoditization trap within consumer product categories. Attract notice among the countless offerings at retail and there’s a better than even chance the product will be purchased rather than competing brands. The question is: what else does it offer?

• When consumers make the purchase, do products in unique packaging offer more value
  or do they just look great?
• Is that added value – convenience, function, whimsy – worth paying more for?

A few months ago, a new pizza box concept that delivers, serves and stores leftovers in the same package became a YouTube sensation. When has packaging ever been a video star? Yet the video has had over one million hits. Obviously, this ingenious package structure has people buzzing, and isn’t that what great marketing does? Think of the excitement local pizza parlors and national brands could generate using packaging like this! Does this make their brands more desirable? Of course it does.

Orville Redenbacher rethought packaging in a similar vein. The premise is simple: the bag that pops the corn also turns into a serving bowl. When used up, the heavy paper gets tossed. A host of videos popped up (pun intended) on this unique structural packaging as a result. The product costs more than its regular microwave popcorn counterparts, but this definitely provides more value to consumers. Think about the convenience when taking this product to the office, for example. Easy to serve: no bowl necessary.

New package structure that adds value to products isn’t unique to this side of the Atlantic, either. French company Stoeffler created waves with a new microwavable package that features a thermoform plastic bowl with paperboard sleeve for a French staple, Choucroute. Wisely, the company cut the sauerkraut, sausage, bacon and potatoes into small pieces so a knife isn’t needed. A fork is included for convenience when transported to the office or any other venue. The package design is reminiscent of Chinese take-out containers; a total departure for refrigerated, convenience meals in France versus the typical plastic tray. And it’s making waves.

Taking advantage of seasonal package design opportunities makes sense, too. Coca-Cola started doing this decades ago, decorating its cans with graphics of Santa Claus around the holidays, for example. But companies like Kimberly-Clark elevated that idea with its Kleenex tissue line. Who can forget the watermelon and fruit wedge boxes that debuted last summer? Followed by the ice cream scoops with waffle cone designs this year?

Sure, Kleenex boxes have long featured beautiful graphics to woo consumers into purchasing this brand rather than competitors’, but with structural packaging, they’re raised the stakes. The company patented the Wedge™ tissue carton. Since the package features a non-poly “window”, it is 100% recyclable. Wisconsin-based Trinova Design developed the necessary converting equipment to create the Wedge™ carton. Kimberly-Clark uses the services of a local contract manufacturer to produce the packaging. Better yet: the shape is conducive to evolving designs that denote “summer”. The seasonal packaging looks good enough to eat! And doesn’t it make Kleenex the tissue to buy? Whimsy makes consumers smile. It also elicits an emotional reaction that urges them to buy Kleenex rather than any other brand of tissues.

What’s special about well-executed, ground-breaking product packaging like this is that it actually becomes the first consideration for purchase; not the product. Let’s face it: tissues are a basic commodity, so how can one brand be elevated above all others? Kimberly Clark gets it: not only will consumers maintain Kleenex as the category leader; they will keep the whimsical packaging in full view and enjoy using it every time they reach for tissues. They’ll also talk about it and show it to friends and family, prompting positive buzz and more sales.

It’s up to brand managers to deliver more value in consumer products; packaging should be a major component of that value. The functional benefits pointed to by unique package structure can clearly add value for consumers – value they’re willing to pay more for. Better yet, packaging like this can set a new standard and determine leaders in virtually every consumer product category.

Clever, functional, value-added packaging can elevate one brand above the rest in product categories that are rapidly filling up with commodities. Marketers love products that are game changers, but it’s tough to achieve that, especially with consistency. So why not focus on packaging as game changer instead?