“See Thru Can” Is Vivid Example of How Packaging Can Drive Marketing

Despite the yearning for disruptive marketing ideas, the challenge in much of the day-to-day world of marketing is identifying and applying new ways of thinking about existing products or services.

Take canned vegetables. The process of canning goes back about 200 years. So what’s the marketing team assigned to launch a new brand of canned vegetables to do?

Use packaging innovation as a marketing change agent.

South Carolina-based McCall Farms has introduced a new brand of ready-to-eat vegetables called Glory Farms. The kicker: the products are packed in “see thru” composite containers.

Credit: McCall Farms/Glory Farms.

Credit: McCall Farms/Glory Farms.

The packaging innovation achieves three crucial, marketing and sales objectives: Continue reading

Take Poll on New March Madness Basketball Courts

Notice anything different with the basketball hardwood this March Madness?

The NCAA has implemented a complete “packaging” change for this year’s men’s basketball tournament.

2016 NCAA men's basketball tournament. Dunkin Donuts Center, Providence, RI. Credit: Connor Sports.

2016 NCAA men’s basketball tournament. Dunkin’ Donuts Center, Providence, RI. Credit: Connor Sports.

The most important new design feature is highlighting the “March Madness” brand with a giant center court logo. It replaces the blue, circular NCAA logo. That’s a smart brand management marketing move. Continue reading

Focus on Customer Content Drives Costco Marketing Strategy

Credit: Costco.

Credit: Costco.

Take a spin around costco.com, and you’ll find a website loaded with consumer-friendly product information designed to inform, persuade and generate “Add to Cart” shopping clicks.

Costco utilizes a consumer education strategy online, particularly for many of its OTC healthcare and dietary supplement products.

Pay attention, B2B and DTC marketers. Shoppers desire complete product information and accurate photos as part of their research and purchasing process. I can’t quantify the benefit, but it stands to reason that investing to upgrade the content for your communication platforms will pay-off, and effectively differentiate your company and brands.


Recently, Costco added a consumer website called TreatMyHeartburn.com to promote its Kirkland Signature branded acid reducer product.

Credit: Costco.

Credit: Costco.

Continue reading

Domino Confuses and Optimizes with Sugar Package Change

Converting a product from a resealable pouch to a flip-top canister is a dramatic packaging change.

Different enough to confuse the shopper that brought it to my attention.

Too buried among tens of thousands of SKUs for the in-store customer service team to know the scoop.

Finally solved by calling Domino and getting the explanation.

Photo/Graphic Credit: Harvey Chimoff.

Continue reading

Creative, Multipurpose Packaging Drives Customer Engagement – And Hopefully Sales

Packaging can play a role in delivering your marketing objectives.

Get some creative packaging ideas into your marketing mix by giving this topic attention and focus during your plan development process.  While “package design” or graphics tends to get more attention, don’t overlook opportunities to leverage the actual product container (“structural packaging”).

Plus, depending on your product or service, there may be integrated, total experience, packaging-related benefits and/or news you can create.

Here are two recent examples that caught my attention.  They’ll give you some food-for-thought this summer.

KFC Germany's Bluetooth tray liner. Translation: Try the zinger burger. Credit: photo from KFC video.

KFC Germany’s Bluetooth tray liner. Translation: Try the zinger burger. Credit: photo from KFC video.

Bluetooth Tray Liner Keyboard – KFC Germany

For fast-food marketers like KFC, creating news and staying top-of-mind with customers are always primary objectives.  But there are only so many price-oriented product promotions to roll out.

Plus, since some of the KFC menu items are eat-with-your-hands foods, it can be difficult, or should we say greasy, to operate a smartphone at the same time.

So, while their American colleagues are pushing the return of Colonel Sanders, the German KFC team (and partner Serviceplan) came up with a clever idea.  They turned a common tray liner into a useful tool – a Bluetooth connected “Tray Typer” keyboard for smartphones and other mobile devices. Continue reading