5 Strategies for Cart-Stopping Promotional Package Design
A deeper look at how to make an impact
sniff sniff Do you smell that?
It’s the return of Pumpkin Spice season, when every product you could ever imagine (or never wanted to imagine) becomes its own version of pumpkin-ness.
Food & beverages? Of course. Household cleaners? Sure. Deodorant? That exists now. Spam? YEP, YOU READ THAT CORRECTLY.
‘Tis the season for promotions, and we are firm believers that promotional packaging can be game-changing. But many brands see this activity as tactical, and work is done outside of the typical brand-building systems and people. As a result, they miss the opportunity to catapult awareness, solidify their brand equity, and drive sales. At their best, promotional packs start conversations, inspire collectability, and are proudly shared. Again, PUMPKIN. SPICE. FLAVORED. SPAM.
Here are five strategies that are sure to drive ROI on your promotional activity. Our gift to you, for an (un)limited time offer.
sniff sniff Do you smell that?
It’s the return of Pumpkin Spice season, when every product you could ever imagine (or never wanted to imagine) becomes its own version of pumpkin-ness.
Food & beverages? Of course. Household cleaners? Sure. Deodorant? That exists now. Spam? YEP, YOU READ THAT CORRECTLY.
‘Tis the season for promotions, and we are firm believers that promotional packaging can be game-changing. But many brands see this activity as tactical, and work is done outside of the typical brand-building systems and people. As a result, they miss the opportunity to catapult awareness, solidify their brand equity, and drive sales. At their best, promotional packs start conversations, inspire collectability, and are proudly shared. Again, PUMPKIN. SPICE. FLAVORED. SPAM.
Here are five strategies that are sure to drive ROI on your promotional activity. Our gift to you, for an (un)limited time offer.
1. Hey you, look over here.
Shoppers are on autopilot 95% of the time, making familiar decisions that just feel right. What’s more, in the world of consumer product goods, some brands have violators on their packaging up to 80% of the time. Small flags and subtle call-outs become just more visual noise. If you want to break through, it takes something bold and unexpected, a delightful surprise that jumps out and says, “Check me out!” Or, in this well done example, “Human…I am your creamer.”
1. Hey you, look over here.
Shoppers are on autopilot 95% of the time, making familiar decisions that just feel right. What’s more, in the world of consumer product goods, some brands have violators on their packaging up to 80% of the time. Small flags and subtle call-outs become just more visual noise. If you want to break through, it takes something bold and unexpected, a delightful surprise that jumps out and says, “Check me out!” Or, in this well done example, “Human…I am your creamer.”
2. Have we met before?
While you’ve gotta go big with promotional packs, the brand still needs to be instantly recognizable, or you risk getting lost behind the concept, or even inadvertently promoting another brand (think about when other insurance firms try to pull off Geico’s signature absurd ad style, but in the end just remind you of Geico). This means using your brand’s distinct assets in a clever, often exaggerated, way. The end result should be simultaneously surprising and obvious for the brand, like when Brawny put their iconic plaid shirt on a new spokesperson to celebrate Women’s History Month.
2. Have we met before?
While you’ve gotta go big with promotional packs, the brand still needs to be instantly recognizable, or you risk getting lost behind the concept, or even inadvertently promoting another brand (think about when other insurance firms try to pull off Geico’s signature absurd ad style, but in the end just remind you of Geico). This means using your brand’s distinct assets in a clever, often exaggerated, way. The end result should be simultaneously surprising and obvious for the brand, like when Brawny put their iconic plaid shirt on a new spokesperson to celebrate Women’s History Month.
3. Yeah, I know you.
So, the brand is clear, but is the product just as clear? Good promotions still deliver a benefit that is quickly understood and easy to process. Great promotions do all this while overcoming a trial barrier and making the shopper think differently about the brand. We love this example from Excedrin — they’ve kept their navigation consistent and clear, while doing something unexpected and making us laugh and wince all at once — been there.
3. Yeah, I know you.
So, the brand is clear, but is the product just as clear? Good promotions still deliver a benefit that is quickly understood and easy to process. Great promotions do all this while overcoming a trial barrier and making the shopper think differently about the brand. We love this example from Excedrin — they’ve kept their navigation consistent and clear, while doing something unexpected and making us laugh and wince all at once — been there.
4. You’re kind of a big deal.
Cognitive science tells us that shoppers want to buy what’s popular, and shoppers judge what’s popular by how big it looks in store. A good rule of thumb is to violate no more than 20% of facings at once, so as not to break up your brand block on shelf. Another way to make sure you’re maintaining a strong brand block is to ensure packaging passes the “squint test,” meaning when you squint it’s still easily identifiable as the brand. Snickers did a fantastic job of this when they made the bold move of swapping out their logo on pack without changing anything else about their iconic type, shape, or color palette.
4. You’re kind of a big deal.
Cognitive science tells us that shoppers want to buy what’s popular, and shoppers judge what’s popular by how big it looks in store. A good rule of thumb is to violate no more than 20% of facings at once, so as not to break up your brand block on shelf. Another way to make sure you’re maintaining a strong brand block is to ensure packaging passes the “squint test,” meaning when you squint it’s still easily identifiable as the brand. Snickers did a fantastic job of this when they made the bold move of swapping out their logo on pack without changing anything else about their iconic type, shape, or color palette.
5. I think I love you.
Benefits, trial barriers, insight-schinsight. At the end of the day, your package must be cravable, desirable, and beg to be picked up (bonus points if everyone who sees it immediately wants to share it on social media). Creating a pack that is delightfully attractive or artfully clever or shockingly daring are all ways to open your shopper’s minds and hearts. Jones Soda keeps it timely with their messages of hope.
5. I think I love you.
Benefits, trial barriers, insight-schinsight. At the end of the day, your package must be cravable, desirable, and beg to be picked up (bonus points if everyone who sees it immediately wants to share it on social media). Creating a pack that is delightfully attractive or artfully clever or shockingly daring are all ways to open your shopper’s minds and hearts. Jones Soda keeps it timely with their messages of hope.
side gig
Let’s face it, everyone is playing the promotional game around obvious holidays (yep, still lookin’ at you Pumpkin Spice). Where might your brand belong that is unique — are you a New Year’s resolution or an April Fool’s kind of brand? Take advantage of opportunities surrounding occasions where other brands aren’t playing and don’t be afraid to explore current trends. Birthday cake for breakfast?! It is 2020 after all.
side gig
Let’s face it, everyone is playing the promotional game around obvious holidays (yep, still lookin’ at you Pumpkin Spice). Where might your brand belong that is unique — are you a New Year’s resolution or an April Fool’s kind of brand? Take advantage of opportunities surrounding occasions where other brands aren’t playing and don’t be afraid to explore current trends. Birthday cake for breakfast?! It is 2020 after all.