In this post, I would like to discuss two interesting packaging ideas that I’ve recently came across.
1) Sanpellegrino Limonata
It’s a “sparkling lemon beverage with 16% lemon juice from concentrate [and] no preservatives added.” In my opinion, none of that would particularly attract customers. In fact, there are plenty of substitutes for beverages, but the Sanpellegrino Limonata does have an advantage over its competitors: it’s packaging.
If you’ve ever went to a convenience store or a cafe that sells this drink, you would recall scanning the fridge for the drink you want. You might look at the description of what it offers, the price, the color of the can and the brand, but in the end, the Sanpellegrino Limonata will stand out because of one thing: its foil cap. This thin piece of foil establishes prestige as it gives you the feeling and sensation of unwrapping the cap of a bottle of champagne or wine. Also, as my friend Will pointed out, the foil cap helps maintain the cleanliness of the top of the can, which may help attract consumers that are extra cautious of hygiene. Lastly, just the mere curiosity of why there’s a foil cap there would make you want to buy it and check it out/play with it.
Speaking of curiosity…
2) Stride Mystery Gum
There are a few things to note about this product. First of all, its best selling point is the fact that its a “mystery” flavor. Not only does this spark curiosity within the customer’s minds, but it also somewhat poses a challenge to the masses, asking them to try to identify the flavor. Next, notice how the packaging is extremely colorful. Compared to the other types of gum on the shelf (Extra, Excel, Wrigley’s 5, etc.), the packaging stands out. Furthermore, instead of printing the curvy “S” that most loyal consumers are accustomed to on the front of the package, the company decided to use a “?” that somewhat resembles the traditional “S,” but establishes something new as well. This twist in packaging may appeal to consumers and encourage them to purchase this product.
I believe that both of these products are doing quite well in terms of market share or sales because they both offer something out of the ordinary, some sort of selling point that competitors have yet to offer, and the creativity that triggered these ideas truly inspires me.