By the 1970s, home milk delivery in America via the “milk-man” had become a rarity.
Throughout that decade, however, there were still plenty of families who returned their glass cola bottles to the grocery store every week to avoid paying a bottle deposit when they bought a new batch. With those two exceptions, reuse of CPG packaging has been an unfamiliar concept to most Americans, but some brands are reviving it for certain products.
The packaging supply chain has never been simple.
Even so, it is becoming still more complex as consumers demand more from their packaging, including convenience, personalization, and sustainability. Meeting increased requirements for brand success requires special attention to the packaging supply chain.
Consumer demands have expanded beyond products themselves to encompass the packaging that surrounds those products.
Many brands start the new year with renewed commitment to making it their best ever, and you can’t reach that goal if your product packaging falls short.
Personalization used to be limited to touches like custom engraving on jewelry, or monogram embroidery on clothing. But today, personalization has many levels and can be carried out far more easily.
Brand consistency is what lets you spot your favorite brand whether you’re shopping in Tucson, in Philadelphia, or online.
Packaging and brand messaging haven’t always been as closely aligned as they are now. Marketers now know that when there is an “experience gap” between product and packaging, disappointment can follow, and that gives competing brands a chance to step in.
Colors that are mixed with significant amounts of white pigment are pastels, and they are often designated by the adjective “pale” or “light” before the name of the base color, as in “light blue.”
Zero-waste packaging doesn’t necessarily mean “zero packaging period.”
After all, products must make it safely to retailers and consumers, and packaging protects the products so this can happen. CPG packaging is also an extremely important brand differentiator. People may not interact with packaging much beyond selecting a product and unpacking it at home, but during its relatively brief use period, packaging serves several crucial functions.
If only branding were as simple as ensuring everyone knew about your product’s benefits and trusting them to make the logical choice.
Brand stories are more complex than a simple rundown of a brand’s benefits, but they’re infinitely more effective at capturing consumer attention and building loyalty. Stories are one of the most powerful communication methods humans use. They not only contain straightforward information, but also emotional triggers.
