Packaging.411: Overcoming Crowded & Commoditized Categories

Packaging.411

Solutions for Today's Product Challenges

Challenge:

With the explosion of product commoditization across numerous categories, we are now scrambling to simply maintain a presence let alone grow sales. Especially for a smaller company, how are we to stay alive and still compete?

Solution:
Think different. Smaller companies have found success in using 'disruptive thinking' when it comes to products. Leveraging the packaging to further 'disrupt' a category in unanticipated ways adds more punch to otherwise mundane products. Think about what you can do to deliver your product in an unexpected manner. Ways that surprise, inspire, delight, and connect the consumer to your brand in memorable ways.

Innovation

Tip: Consider playing off of the product's features, its use, when it's used (if it's a seasonal product), and incorporating these types of elements into the package design through enhanced graphics, specialty surface treatments, and/or shape configuration.

Challenge:

What is an example of a good package disrupter? How can I create a 'disruption' with an existing product's packaging? Won't I confuse the consumer?

Solution:

A perfect example of a package design 'disrupter' for an existing product is the fruit-wedge-shaped box for Kleenex facial tissue.

Generations have been accustomed to a square or rectangle box and now, wow! Using tissues just got a whole lotta fun and memorable! But more importantly, this brand's product gets noticed--and purchased. The whimsical shape of the box creates a noticeable 'disruption' in its category while it unifies package design with the brand and product in a fresh and fun way--leaving its 'stuffy' predecessors on the shelf sidelines.

Innovation Tip: With the flexibility of current printing and assembly methods, many conventional structures can be modified to accommodate more design freedom.

Rapid commoditization. Cynical consumers. A lagging economy that has changed spending habits perhaps permanently.

With so much at stake, don't sit on the sidelines. Explore the game-changing opportunities that innovative package design can and does provide. We're warmed up and ready to help you win.

Need Solutions?

So we can include your packaging questions in the next round of Packaging.411

or just call us @ 212-481-6070 or visit www.tri-plexpkg.com