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How to Market a Product Refresh with Retail Packaging

About 80 million adults make up a group in the United States that have the potential to make or break the longevity of a brand.  

There is plenty of buzz about the millennial generation from all corners of our world today. With plenty of research on this demographic readily available, we know these are tech-savvy adults starting families, entering the work force and expecting their goods and services to be delivered at lightning-fast speed. This is an important market brands have been fixated on in the last few years because of its influence on our society both presently and in the future — not to mention its tremendous buying power.

According to a study conducted this year by Forbes and Elite Daily, traditional advertising influences only 1 percent of millennials, and 60 percent of shoppers from this generation say they are always or often loyal to a particular brand.

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This means companies aren’t going to effectively communicate a brand refresh or product revamp to this consumer base through commercials or billboards. If you want to keep young customers loyal through an update, what better way to communicate than through your packaging? Shoppers are going to be checking the shelves for their favorite items anyway, and your packaging can act as powerful way to reach your target audience through color, text, and overall design.Tic-Tac-Mixers.gif

Tic Tac is one brand that recently overhauled its traditional flavor offerings to appeal to the millennial generation, offering a new product called Tic Tac Mixer. These tiny treats change flavor as they melt on the tongue – something the brand felt would appeal to shoppers who, per information gathered in the company’s internal studies, may no longer be satisfied with the classic white mint. Tic Tac changed up the appearance of its packaging as well, opting for bright colors associated with the new flavors contained in the little plastic boxes. (Image Source: http://www.csnews.com/)

General Mills this month announced it would begin removing artificial colors and flavors from its cereals by the end of 2015. More packaged food companies are retooling their recipes as consumers opt for more natural meals and snacks. Product reformations can be risky – in this case, some of General Mills’ trademark cereals will lose their bold, bright colors, which could affect consumers’ loyalty to the brand. This is a perfect opportunity for the food giant to use its product packaging to convey this positive change to customers and ease skepticism over the changing recipes of the cereals they know and love.

It’s surprising how overlooked packaging truly is as an advertising tool. As retailers try desperately to cater to certain shoppers with premium offerings like new flavors or a improved recipes, the product packaging can play an important role in the overall customer experience. Custom printed stand up pouches, for example, are an excellent way to represent the quality of your product while telling your brand’s story.

Let’s face it – poor packaging can destroy a product’s reputation, especially if customers feel like the goods inside aren’t properly contained to seal in freshness and keep moisture, air, and other undesirable elements out. Transparency is key to reaching millennial consumers, and if you aren’t communicating a change or upgrade in the products these savvy shoppers love so much, you’re going to lose them. Building and maintaining loyal customers is as easy as presenting your product and message in well-designed flexible retail packaging – it’s that simple.  

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Since 1949, children across the globe have fawned over tiny, plastic, interlocking bricks.

LEGOs are a not only a classic toy but a staple in many households. Many kids beg their parents to take them to the majestic LEGOLAND, an amusement park where all their wishes and dreams could come true.

Why Nestlé, Unilever & PepsiCo are Banning Oxo-degradable Plastic Packaging

Originally marketed as an eco-friendly packaging material, new evidence regarding the potentially negative impact of oxo-degradable plastics has led a number of companies and governments to restrict their use.

More than 150 companies and global organizations, including Nestlé, Unilever and PepsiCo, have recently endorsed a total ban on the material in light of its potentially negative environmental impact.

Oxo-degradable plastic packaging, which includes select plastic pouch bags, is often marketed as a solution to plastic pollution because it claims to degrade into harmless residues within a period ranging from a few months to several years. However, oxo-degradable plastics do not degrade into harmless residues, but instead, fragment into tiny shards of plastic that actually contribute to plastic pollution.

Often, consumers think that because a material is biodegradable, it can be composted or even littered on the ground, because, it is thought, the material will break down into nothing over time. This actually ends up leading to an increase in pollution, since consumers don’t end up recycling or repurposing the material, and misconceptions about how the plastic will degrade leads them to end up putting it back into landfills.

What is important to note in this case is that although oxo-degradable plastics are biodegradable, being biodegradable does not necessarily mean that a material is eco-friendly. Although these plastics do break down over time, the tiny pieces they break down into are still plastics that contribute to pollution — they do not degrade into nothing or into another usable substance.

For companies looking to make the switch to sustainable packaging, it is important to consider that sustainable packaging does not necessarily mean biodegradable packaging, and vice versa.

Why New FDA Guidelines Could Bring Big Changes to Pet Food Packaging

Today’s consumers are demanding transparency and accountability from all types of products, and pet food is no exception.

Greater scrutiny over pet food ingredients, and an increasing demand for responsibility, sustainability and complete transparency from pet food manufacturers is driving change within the industry. As the consumer demand for “clean” pet food labeling evolves as a major topic within the world of pet packaging, FDA guidelines are shifting.