Packaging.....a Love Story

Dear Packoholic fellows, after many months of not writing I am back.

The title of this article sounds intriguing and enticing, and that′s is the purpose, so, bear with me and read further please.

Once upon a time, there was a handsome beautiful Packaging, let′s call it Packaging Narcissus, with beautiful graphics, good looking, attractive, well dressed, that was discovered in the romantic aisles of the supermarket, by Consumer Doe. Consumer was so impressed and dazzled at first sight that decided to marry beautiful Packaging Narcissus, buying it right there at the super market., without hesitation, well only 3,7 seconds hesitation, and so, they promised each other eternal love, to live happily ever after.

Of course, even though Consumer Doe was paying attention to how Packaging Narcissus looked, it was more concerned on establishing a long term relationship.

Once they married and settled in at the castle, beautiful Packaging Narcissus, spent the following days watching himself on the mirror, no dinners, no flowers, no details, no helping in the kitchen, no going out to watch movies, no filling any of the expectations, just sitting at the living room waiting to be admired and worshiped.

So after a few months, Consumer Doe. who thought that it had found a soulmate, filed for divorce.

Last thing Consumer Doe said to Packaging Narcissus, full of tears: You all Packaging are the same!!! remembering all the advice from friends, saying: What′s the rush?

After this sad story, Consumer Doe, traveled to another land, and met Packaging Gross, who looked like a nice guy, nothing particular, nothing shiny, but with such a sad story on its shoulders, Consumer Doe decided to avoid great looking Packaging.

Consumer Doed married Packaging Gross just because, nothing exciting, nothing risky also, although Packaging Gross didn′t talk about itself so much.

Once they settled at the Castle, Packaging Gross came home, all days, with uncooked vegetables in big quantities, spoiled fruits, or unnecessary things for their home that had no use for Consumer Doe.

The experience was shocking for Consumer Doe, since it brought to the castle more problems than solutions, spending more time on the house chores than necessary, leaving no time for going out and have fun, or watching a movie together.

Consumer, after many months of trying to justify the relationship with excuses, ended it, closed the door, dumped Packaging Gross belongings in the trash can and moved on, yelling:

You all Packaging are the same!!

Consumer Doe travelled to another land where Packaging Charming lived.

Packaging Charming courted Consumer Doe for several months, with details, dinners, honesty, similes, fun and truthfulness, with transparent communication, fulfilling all the Consumer Doe expectations, time after time they met.

After a while they got married, the relationship never changed, Packaging Charming lived up to Consumer Doe’s expectations, providing comfort, helping in the kitchen, cleaning the house, creating a great atmosphere at home and wherever they went

Packaging Charming allowed and encouraged Consumer to be independent, to make personal choices, to look for its needs.

From time to time, Packaging Charming, added to itself a few improvements here and there, revamping itself, to show how committed it was with this relationship, growing in Consumer’s heart

Consumer Doe was so proud that when they met with other friends, it was so eager to show off Packaging Charming, every time

So, they lived happily ever after!

MORAL

When you work such a long time in the Packaging field, you hear a lot the “big seller” phrase over and over, telling you that packaging purpose is eye catching the attention of the consumer in the very few seconds she or he spends at the supermarket making a decision.

Some people indeed even provide a number, up to 3 decimals to express how Packaging works on the shelf.

The truth is that this argument is valid only the first time, when the consumer has it first contact with the product.

That′s how I came up with this story and this title.

Packaging is a love story, a story that can′t be rushed on the shelf, thinking that the only thing that matters is the looks.

It matters if you want to catch the attention , but the moment of truth comes when the packaging delivers the product in a way that creates this emotional attachment with the brand, by creating memorable experiences, solving problems, making our life easier, delivering the quality and benefits that are claimed on the label, in such a way that matches the consumer’s life style, age, aspirational desires, nutrient, dosing & usage needs, family members needs, etc.

That′s when the consumers know your brand is truthful, and the famous 3.7 secs some marketers claim the consumer takes to decide a purchase, vanish in the thin air, since the consumers know what they want, know the brand, know the delightful experience of using the product and they set a special place in their home for the Brand.

Packaging is a love story, it takes time and honesty to make the consumer fall in love, to build a lasting relationship that translates into repeated sales, word of mouth stories, testimonials, fun stories, memorable experiences, saving lives, delivering products to the farthest point of the earth, etc.

We′ve seen many of this stories:

Coca Cola′s share a coke with digital printed label, with names; Heinz transformation from a glass bottle to a squeeze bottle; Drinkfinity breakthrough package that transforms the experience of drinking into a personalized one; Microwave pop-corn bags; etc.

So, next time you think that only that the looks matter in Packaging, tell me if you would marry someone at first sight.

Thank you fellows Packoholic fellows, keep making the world a much better one.

Send me your feedback and comments, I appreciate them very much

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