Getting noticed: how CPG manufacturers project successful brand images that meet the consumers' innovative and creative demands

Paperboard Packaging, Nov, 2004 by Peter Fretty

Human nature may naturally oppose change, but that has yet to stop today's buying public from always wanting something more innovative, creative and full of zip. The question is, how does this impact the packaging world where consumer product goods (CPG) manufacturers are all attempting to gain market share while both meeting the consumer's demand for change as well as an internal desire to develop brand consistency?

Unfortunately, the answer is not easy and is rarely definitive. While the ability to create a distinctive package can help position any firm with a quality product, the risks involved also can be quite severe.

"Obviously the goal for any manufacturer within this arena is to have its packaging recognized to the point that, even without the name clearly printed on the box, the consumer would still recognize the brand," says Gary Miller, Rock-Tenn Co. marketing director. "When they can accomplish this, it is a true indicator of a successful brand image."

When people think of highly identifiable packages there are always a few that tend to continuously come to mind, and for good reason, explains

ACNielsen's Tom Markert, senior vice president and chief marketing and client service officer.

"Because brands such as Ritz, Tide and Wheaties have been around for so long, they have developed unique branding advantages and have essentially become established icons within today's society," he says. "Therefore, although consumers respond to change, smart brand managers know it's a high wire act to update the look and feel of their brand, which is why they rely heavily upon market research before introducing changes to their brands."

Behind The Scenes

Even though many of these packages appear to remain the same year after year, according to Mike Ryan, regional director of Smurfit-Stone Container Corp.'s Creative Resource Group, many packaging changes have occurred, but by design they are very subtle.

"Packages maintain their presence by a combination of graphic innovation through aesthetic enhancements and through form and package function innovation, which essentially is structure. The combination of these two elements reinforces brand equities and both actually become part of the brand's equity themselves. Then, over time, all packages evolve either a little or a lot," Ryan says.

The challenge, explains Ryan, for the packaging supplier is to maintain the equities of a graphic appearance, structural shape or features while changing the package either to update graphics, add convenience features, improve production or fit the changing product and changing consumer needs.

For instance, Smurfit-Stone has seen many changes over the years in its lines of detergent packages, both graphically and structurally. When graphic changes have occurred, the brand has typically chosen to maintain key equities of color and design content, explains Ryan.

"In the past most detergent packaging was in a vertical format for many years with a pour spout located on one side," he says. "Slowly to meet the changing market and the needs of the consumer, the package has evolved into a different shape complete with handles, flip top lids, and a scoop inside for dispensing the product."

One specific example occurred when Smurfit-Stone developed the film-lamination technique for Procter and Gamble's dry detergent packaging products such as Tide, Gain and Cheer.

"Through the introduction of an electron-beam curing of the adhesive lamination, we created a process to laminate a clear film over gravure-printed paperboard," Ryan says. "The adhesive had to create a strong bond and at the same time be transparent enough to provide high-impact graphics on the package."

According to Ryan, the film-laminated paperboard technique provided an enhanced gloss appearance when compared with press-applied varnish that ultimately improved the on-shelf appearance attractiveness to consumers of the product. "Again, the changes were outwardly subtle in order to help maintain the customer base," he says.

Always A Gamble

"In the sea of clutter we call a grocery store it is critical that the consumer have instant awareness of the brand they are looking for when shopping," ACNielsen's Markert says. "Changing a brand's package even slightly may mean the consumer walks right by."

Although many firms do not recognize the potential damage until after they make the change and the damage is done, Markert cites an instance when a dairy product narrowly avoided a packaging change disaster.

"This client was considering a new and ultra-modern package for its brand. The marketing and sales teams loved it and it was cheaper to produce," he says.

However, after undergoing last minute market testing, the company quickly realized that consumers associated the original tub with the heart and soul of the brand. "They quickly realized that the tub was a sacred cow of the brand and never to be touched," Markert says. "They were quite fortunate."

Ryan agrees adding that with any new innovation in packaging, suppliers' developmental trials are required to prove the principal and iron out various production challenges.