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Fanning the Flames of Innovation

By: Jeff Falk
Posted: June 9, 2008, from the June 2008 issue of GCI Magazine.

page 5 of 5

“Consumers review a package in many ways,” says Hayet. “Their first question might be: Does the product in the package truly work and have benefit? The second question: Does the package design add in the value of the total package/bulk the consumer purchased?”

“In addition to visual cues on shelves, marketers also consider how the packaging translates to the consumer during product use,” adds Umland. “A major advantage the PinPoint system offers is the ability to address both of these market needs. The aesthetics offer a sophisticated look while the silicone valve system delivers controlled dispensing and precise product cutoff. Because the benefits of PinPoint are instantly recognizable to consumers during the first use of the package, they are not only surprised and delighted with it, they experience a very short learning curve in understanding the key benefits of the package.”

Packaging performance and the impact on the consumer experience, too, has deep implications for a brand, says von Puschendorf. “Since secondary packaging is the initial point of contact between the brand and consumer, it is a key area of focus for marketers,” she says, but notes that, because primary packaging, such as pumps and trigger sprayers, is in frequent contact with the consumer during product usage, a high level of performance must be maintained in order that the brand is not compromised.

For more from MWV on brand/supplier partnerships, brand/packaging strategic uses, sustainable packaging and more, see “Beyond One Dimensional."