José Ignacio Gafo Gómez-Zamalloa

Time for packaging in this blog! Packaging is referred in text books as the Fifth P and the Silent Salesperson, but in real life we do not give to it as much importance as it deserves.

From my experience, specially in FMCG (Fast Moving Consumer Goods), it can make a big difference in terms of sales, value creation and differentiation. Thus do not forget to give to it an appropriate amount of resources!

Here, I enclose some the packaging it has taken my attention during this year and the reason for it. Different approaches with different benefits for the brand + product.

1. I-pod: Simplicity

Why making the packaging confusing? Apple has demonstrated again and again its leadership in packaging, making it simple, stylish and differential. The one of the i-pod is a good example,

2. Microsoft Zune: Learning from your competition and mistakes

On the other hand, we have Microsoft, that has tended to do just the opposite (take a look at the video for more info).

However, it has demonstrated that it can learn from its mistakes and come up with something smart and simple like the one of Zune.

3. Coca-cola Black: Superb packging to make something premium

Coca-cola could not be excluded from this list. The packaging made for Coca-cola black is superb: Exclusivity perfectly combined with style.

4. HTC Touch. Exclusivity up to the product positioning

The Touch is the star product for HTC. A state-of-the-art mobile phone, that deserves a great packaging like the one shown.

5. Maltesers: Packaging to gain shelf space

The pictures speak for themselves. In this case, the pouch packaging reinforces the value of the brand + gives to the product more shelf space and more visibility in the stores. Smart and simple.

6. Trident and Actimel: Packaging for increasing usage

Trident, the chewing gum company, came out with an spherical packaging which promotes consumption due to its bigger capacity.

Same thing applies to Actimel, a healthy drink from Danone, that is supposed to be taken daily. The new 14 unit packaging brings the concept furhter by pushing the end-user to get what they need till their next purchase.

You are very welcome to share other Packaging that takes your attention or comment on the post.

Think Different!!!

Ignacio Gafo

Posted on 18 November 2007 in International Marketing, Branding

Comments

Posted by: Packaging UK at April 15, 2008 09:56 AM

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