Learn To Leverage the Power Of
Packaging To Grow Brand Sales

In a departure from traditional cartons and bags, Domino Foods Inc. adopted a bright yellow, blowmolded, high-density polyethylene canister for its granulated sugar.

Today's brand owners are faced with shrinking margins, globalization, and shifts in consumer needs. To remain competitive, consumer products companies are challenged with delivering more innovative and value-added products to consumers. Unique packaging is one way of accomplishing this goal.

Packaging solutions in design, materials, and machinery will once again crowd the floor of Pack Expo International 2006, being held October 29th to November 2nd at Chicago's McCormick Place. To learn more about the ability of packaging to drive brand sales, we spoke to Ben Miyares, vice president, industry relations for the Packaging Machinery Manufacturers Institute, sponsor and producer of Pack Expo.

Ben Miyares

Q: Let's start with the basics. What's involved in successful branding?

A: Brand identity is more than a product name and a logo. It's a complex combination of imagery and messaging that captures the essence of the product itself. Of course, for any brand to succeed, the identity must resonate with your target consumer— heir lifestyle, tastes, and values.

Successful brands deliver messages clearly, enhance credibility, connect emotionally with prospects to motivate a purchase and encourage user loyalty. No medium is a more effective communicator for a brand than the package itself. In fact, in the mind of the consumer, there is no separation between the package and the product—it's all part of the brand identity equation.

Consumers often look to packaging for clues about the product inside—the "what you see is what you get" mentality. Negative impressions or past experiences can alienate a potential customer, while a positive reaction can influence a purchase, especially if that package matches the consumption habits and the functional and emotional needs of the customer.

Q: How effective is package design as a marketing tactic compared with advertising?

A: Advertising is certainly a powerful tool. It draws the attention of prospective buyers and raises awareness on a mass scale. However, as this media format becomes increasingly fragmented, efficiency is on the decline.

On the other hand, packaging impacts purchasing decisions where it counts the most—at the retail shelf. With 70% of consumers making buying decisions at point-of-sale, marketers can help increase brand awareness and sales by incorporating innovative packaging that makes products stand out. Another powerful advantage is that packaging generally remains with the product throughout its life cycle—and sometimes beyond, if it can be reused or serve as a collector's item—offering longer exposure to brand imagery and messaging.

To address demand for portable foods, Sabra launched 4.1-oz. Sabra To Go! refrigerated snacks in round, stacked plastic cups with foil lidstock. One cup holds crackers while the other contains one of nine dips or spreads.

Finally, powerful packaging doesn't always have to be expensive to produce. There are many economical ways to keep manufacturing costs reasonable but still result in packages that jump off the shelf, such as holograms, tactile inks, and unique color choices. Of course, if there is room in the budget, or a brand is seeking to make a major splash with a special promotion, there are more elaborate packaging options to choose from, such as shaping, unique material usage, and advanced decorating techniques.

While advertising has its benefits, package design is the permanent expression of a brand. It solidifies the relationship between buyer and seller and maintains consumer loyalty. Those loyal customers are also likely to share their positive experience with friends and family, resulting in highly credible—and cost effective—promotion for your brand.

Q: Can you elaborate on how brand owners can enhance package appeal?

A: The key is creating packaging that better integrates into the modern consumer's busy lifestyle. That could mean enhancing functionality, openability, portability, or usability. For example, single-serve packaging has become very popular. From prepared meals to condiments to baby food, this form of packaging is all about moving with consumers from home to work and to school. Packages can be tucked into briefcases or purses, making it easy for consumers to enjoy a good meal or snack wherever they are.

Coca-Cola is launching Coca-Cola Blak, a lightly carbonated coffee fusion drink, in an attention-grabbing, impact-extruded aluminum bottle in France in January 2006. The bottle's dark-brown-on-black graphics depict an appearance of black, creamy flowing coffee.

Single-serve packages also encourage portion control. Nabisco's "100 Calorie Packs" snacks are a good example. These sensible snacking options take the guesswork out of calorie counting and satisfy desires for brand favorites like Oreo Cookies, Chips Ahoy!, Wheat Thins, Cheese Nips and Mixed Berry Fruit Snacks.

Another good example is full panel easy-open ends on metal cans. Already in widespread use in Europe, more and more North American food processors are exploring the benefits of easy-open ends for products like fruits, vegetables, soup, pet food, beans, pasta, rice pudding, and custard. Easy-open ends enhance brand appeal, reach the mobile consumer and eliminate the frustration associated with can openers.

The bottom line is: If you can create a better experience for consumers—whether by adding convenience, promoting healthy eating, protecting flavor and freshness, or incorporating exciting visual appeal—they are likely to leave with a positive first impression. If the brand delivers on its promise, it's very likely the customer will buy the product again.

Packaging should not be an afterthought. Package structure and design must be viewed as integral to product development. Bring material suppliers and machinery manufacturers into the process early to make certain that package designs can be produced efficiently in volumes required.

For more information about Pack Expo International 2006, visit www.packexpo.com Or contact PMMI's Show Department at 703-243-8555, fax at 703-243-8556, or e-mail expo@pmmi.org.