All too often, consumer
product companies focus on their product offerings when it comes to innovation.
But think about it: how many ground-breaking products entered the marketplace over
the past year? Certainly numerous consumer products have featured incremental
innovation. But how many are memorable due to being real game changers? For this month's issue of BOLT!, let's consider this: package innovations have sometimes become the game changers for
brands – not products. I think it’s time to step back and take a long look at packaging
to see what could be dramatically improved. Feel free to chime in... your thoughts are always welcome.
•••
Just
because “conventional” category packaging has always been in place, does it
necessarily represent the best solution? This isn’t about developing unique
structure, new substrates, closures or package attributes for the sole purpose
of brand differentiation, although they certainly help. It’s about rethinking
packaging based on consumer engagement as well as their current and changing
needs, and then delivering it by daring to break out of the expected.
Observing consumers’
interactions with packaging and soliciting input on how it might be innovated
is a good starting point. Find out what matters most to consumers who are
purchasing products within the category: ease of use? Avoiding wrap rage
scenarios? Better maintenance of product integrity? Reusable packaging?
Sustainability? When logical, realistic solutions present themselves, brand
managers and consumers will wonder why it took so long to achieve them.
Companies that have corporate
cultures that innovate product and packaging on an ongoing basis require
top-down commitment to create and nurture this kind of environment. Even when
competitors get into the act and copy the latest improvement, strong brands
continue to move ahead. That ensures they stay out in front, delivering strong
customer experiences and reaping the reward of loyalty no matter how many
competitors emerge.
When it comes to break-out
packaging, Sargento comes to mind. The company was first to use flanged
interlocking profiles on cheese products in the mid 80’s. This created a
reliable, airtight seal when pressed together preventing the rapid molding of
cheese due to air exposure. The industry
scrambled to follow the lead but Sargento went one better in 2000, introducing
its Slide-Rite® Slider which is a true zipper and patented the technology,
changing the game again. No wonder it’s a leader.
Coca-Cola recently pushed
packaging forward light years with its PlantBottle. This
is true innovation: bio-plastic packaging that is not only bio-based like much
of the new plastics on the market but also biodegradable. This is terrific:
package material from renewable sources rather than petroleum; plastics that
degrade rather than living endlessly in landfills. How much does sustainability
matter to consumers? Beverage Industry magazine reports that a recent survey
conducted by Natural Marketing Institute showed that 75% of consumers prefer to
see minimal packaging followed by recyclable packaging and the use of
environmentally-friendly packaging materials.
While Coke’s
packaging currently replaces up to 30% of the PET in its bottles with
plant-based materials, the company’s ultimate goal is to develop a bottle made
100% from these materials. While this can be generated in a lab, the
application has to be doable on a large scale. By wisely licensing this
technology to Heinz for packaging, Coca-Cola is also generating a revenue
stream to offset the massive cost of investment in pioneering new packaging
solutions.
Speaking of Heinz, its
redesigned peel-back ketchup package is clearly based on how consumers interact
with the product: the top tears off to squeeze out ketchup and the bottom panel
peels back for those who prefer to dip. There’s also three times the amount of
ketchup the old packets held with far less mess. It’s a great idea and long
overdue; a direct result of conducting meaningful user research.
In 2010 Method Laundry Detergent with Smartclean
Technology™ debuted in packaging as unique as its formula. 8x more concentrated
than conventional detergents and 95% plant-based; one sleek 20 oz package does
50 loads of laundry. The detergent features a unique pump top and can be held
and dispensed by one hand. Before this detergents were only packaged in heavy,
cumbersome, water-and-detergent-filled jugs. Game changer?
Clamshell packaging is being re-envisioned as well.
Pure Fishing, Inc.’s Berkley NanoFil fishing line utilizes a non-traditional
clamshell made more sustainably of less plastic and more paperboard. When
consumers turn the PET domed blister counterclockwise, a die cut in the
paperboard lets the dome on the flange of the blister pop out. A simple twist
easily lifts the clamshell off the package and enables product that isn’t
needed to go back into the package. How many consumer products might still be
packaged in clamshells to prevent pilfering while being redesigned for ease of
opening? How many might store unused product for future use?
How about shedding clamshell for a new solution
altogether? Procter & Gamble’s Gillette Fusion ProGlide shaving products
replaces clamshell with a formable pulp tray made of renewable bamboo and
bulrush fiber. This new package pushes pulp tray innovation forward while managing
to cut costs. But the biggest plus is that it’s much easier to open than
clamshell, which consumers endorse. No more stab wounds from scissors while
trying to open packaging!
These are just a few of the game changers
in packaging that delivered better solutions due to vision, an innovative
spirit and courage. Any time an entire category of packaging is challenged with
something startlingly new, breathtaking and unique, there’s a more than good
chance it will succeed brilliantly if properly researched (with end users) and
executed. While exciting, it’s true that there’s still an element of risk
involved. But that’s what game changers embrace. They act and deliver optimal
category packaging solutions.
