Changing Your Packaging - Often!

Posted on August 13, 2007 | Permalink

By Lane Casteix

Only a few years ago packages were considered almost sacred and rarely changed, and then with extreme caution so as not to confuse loyal customers and make it hard for them to find their brand. Not so anymore!

Marketers are changing package designs with much more frequency. Pepsi changed their package only 10 times in the last 100 years, but they are now changing the packaging of their Mountain Dew brand weekly! Daring? Yes! It works because the designs with their graffiti graphics have an edginess about them. The Mountain Dew "aluminum bottle" is unique looking, and that is what gives the frequently changing designs an acceptable level of consistency.

These frequent changes are designed to bring an increased level of brand awareness and help them stand out on the shelf against the competition. The brands doing this most are those appealing to younger consumers who generally are harder to reach with traditional advertising because of fragmented media and shorter attention spans. Marketers now see the store shelf as the best place to make the sale, and if you didn't know already, most purchase decisions are made at the point of sale.

Maybe you need to take a hard look at your packaging and see if your brands can benefit from this trend. SPAR's expert package designers would be glad to discuss the possibilities with you.