We’ve all been there, driving back to the office with a stain the size of Rhode Island smeared down the front of our shirt. After 40 years of customers’ complaints about ketchup catastrophies, Heinz has debuted the new and improved packet that will be available at fast-food chains later this year.

Heinz developed its packet so we can easily tear off the end and squeeze the ketchup on our food. Or we can peel back the seal for dunking. Don’t bother grabbing handfuls of packets anymore. The re-design holds three times the ketchup as the original packet. Aside from its useful features, the packet was designed to resemble a small, classic glass bottle of the delicious condiment.

What do you think of the new Heinz packaging?

Image credit: http://www.crunchgear.com/2010/02/04/the-future-to-go-heinz-reinvents-the-ketchup-packet/

Remember how exciting the grocery store checkout stand was when you were a kid? That’s where all the really good stuff was. All those bright colors and tempting candies. The one I always begged for was a parent’s nightmare – that gooey yumminess that came in a squeezable tube. I don’t recall the name, but that bright package still catches my eye.

That’s how big a difference packaging makes. I still buy gum, and many other products, based on what package looks the coolest or is most eye–catching. The same goes for services. When choosing between a car repair shop that’s tidy and in a safe neighborhood or one that’s junky and in a scary area, which do you choose? Based on the physical evidence, you’ll probably go to the first shop. Customers base purchase decisions on comfort and trust. It’s what builds relationships. That’s why packaging and physical evidence are two very important additional Ps in the marketing mix.

Packaging:

It’s about appearances. First impressions and how your product shines next to your competition’s products are crucial. Our lifetime of checkout stand experiences proves that. Packaging can be your strongest asset, or a sales killer – remember Tropicana’s recent rebrand? Consumers come to recognize and depend on the look of our products as they make their choices. So it’s essential to regularly research and reevaluate our packaging designs for impact and effectiveness.

Physical Evidence:

It’s also about facts. Physical realities allow consumers to form opinions of your services or products based on what they see. This is another reason why it’s important to gain insight from someone outside of your company. Find out what people think of your location’s cleanliness, appearance, and how they think your product looks. Is your business’ location organized and attractive? Does your product appear fresh and able to function?

In the marketing mix, sometimes you have to judge a book by its cover. That said, what makes your product or service stand out and shine above the others?

Stay tuned to find out how positioning and perception affect your brand!

1.) PepsiCo underestimated the value of package recognition.

Consumers knew Tropicana by its look. But when the re–branded packaging was put next to other orange juice brands (Minute Maid, Dole, etc.) nothing said to the consumer, “Hey! It’s me, your old friend Tropicana!” The key design elements that made Tropicana packaging iconic to loyal customers were either muted or missing. Consumers no longer recognized their favorite drink. They assumed it was gone and simply grabbed another brand.

2.) The redesign was too much too fast!

It’s often best to ease into a new logo or package design gradually. But Tropicana dove head first. The packaging changed so suddenly and radically that loyal customers looked right past it.

3.) The packaging was too generic.

Although the new packaging was attractive on the design board, it looked so bland on the shelf that it simply blended into the background. Loyal customers couldn’t distinguish between their favorite brand and generic orange juice brands.

4.) The new packaging made it hard to distinguish between varieties.

Whether you were looking for Tropicana’s No Pulp or Calcium variety, all the new packaging looked the same! Tropicana’s previous packaging had used different colors to successfully differentiate each variety. Even customers who figured out what Tropicana looked like now couldn’t find the taste they wanted.

On February 23, after losing millions of dollars in sales, PepsiCo announced they were ditching their new look and reverting to the previous package design. Clearly, they learned a valuable lesson or two. What would you have done differently if you were PepsiCo?

Have you noticed how cool the packaging on chewing gum has become lately?

In my day, the 5-stick pack was pretty much the rule. But now those simple packs seem to be relegated to the less prominent racks of the grocery store checkout aisle. Featured instead are products with high impact packaging like the one I picked up the other day, Five by Wrigley.

The sleek black box with its spot varnish and embossed textures immediately set itself apart from the rest of its peers – I had to have it! Opening the box added to the gum’s elite-ness, the non-traditional tab on the box lid allowed me to open and close the box as many times as I like. No more loose sticks of gum in the bottom of my purse!

Isn’t it amazing what a nice piece of packaging can do? Through the use of up-scale design, Wrigley has taken Five to the next level … and price point.

What products have you noticed that have taken their packaging to the next level?