Advertising is evolving, and packvertising is leading the charge. Packvertising is a cheaper, better way to advertise by baking ads into product packaging. Big Fish, an agency specializing in marketing and branding, first coined the term “Packvertising.” Packvertising is a blend of packaging and advertising, using a brand’s packaging as a key marketing tool. This can be a powerful way to reach consumers and create an impactful marketing mix.
Paid advertising is expensive, and the costs only seem to be increasing. Many brands sink a lot of money into paid advertising without seeing the results they want.
When you’re up against a big spender, it’s easy to burn through your budget. You need to be innovative to stay ahead of the competition.
Packvertising is a low-budget advertising tactic that focuses on making a great first impression with customers. By making a strong first impression, you can immediately start building relationships with potential customers. This tactic is a great way to get in front of your potential customer before your competitors’ paid advertising does so.
Let’s look at some cases of Packvertising and see why this small change of package can miraculously influence a brand.
Dorset Cereals’ powerful packaging redesign in 2005 led to a significant increase in turnover, from £13 million in 2006 to £20 million in 2007. This demonstrates the importance of good design, as well as the potential for growth even without any above-the-line advertising.
You’ve got a bunch of socks and they’re all in neutral colours: black, white, grey. But what Happy Socks realized is that, just like clothes, socks can influence the wearer’s mood. So they went crazy with colours and fun designs to spread the happiness. Now every pair of socks includes customized sock packaging that complements the product. And limited series of socks let Happy Socks experiment with new ideas and designs. Plus, they put a lot of effort in the unboxing experience.
The packaging for these socks is often seen as a selling point by customers and their friends or family. People will often call the company and ask where they can buy the packaging. The happiness that comes from the customer handling the packaging is just as strong as the happiness from wearing the socks. By dedicating the same attention to the product and the packaging, Happy Socks spreads happiness. The socks and the packvertising promote the mission statement customers join by buying and wearing socks.
Roseshire is at the forefront of packvertising for social media. By working with influencers, the company is able to market its product in a way that is both fun and mysterious.
Customers are intrigued by the boxes of roses and can take their time savoring the experience. This slow and deliberate approach is in keeping with the tradition of enjoying roses.
There’s a bit of mystery surrounding what’s inside the box until it’s finally opened. The influencer is there to add his or her own personal touch and guide the audience through the process of discovery. The Roseshire logo can be found on the underside of the package lid.
In Russia, the tradition of making homemade pickled veggies is passed down from generation to generation. These gifts are given to the entire family and are a special way of showing love. Babushka’s brand of pickled veggies captures this tradition through their packvertising. The light, transparent labeling allows customers to see all the delicious veggies inside the jar. The customer is able to pick up the jar and look around inside, starting the interaction and playfully engaging with the packaging even before purchasing it.
Babushkas are known for their pickled veggies. And just like grannies, they don’t use much labeling on their products. This makes their jars look a lot like Babushka products. The Babushka packvertising presents these pickled veggies in a way that is exactly like how granny used to make them.
How to utilize packvertising and turn it into your marketing weapon?
here are some tips.
Bring your brand proposition to life on your package
Your brand proposition is the foundation of your marketing communications, and it should be brought to life on your packaging. Your packaging is the first and often the only chance you have to make a strong impression on potential customers, so it’s important to make sure that your brand proposition is communicated clearly and effectively.
There are a few key things to keep in mind when bringing your brand proposition to life on the package. First, make sure that your packaging is visually appealing and eye-catching. This will help to draw attention to your product and make it more likely to stand out on store shelves. How? You may ask. There are a lot of things to do in the area of packaging design, it’s not only about colors, typography, and material, it’s also about the types of your packaging and its functions. Read our in-depth introduction to product packaging design.
Second, make sure that your packaging communicates your brand proposition clearly and concisely. Use language that is easy to understand and that will resonate with your target audience. Your packaging should be an extension of your brand identity, and it should reflect your company’s values and mission. When designing your packaging, keep your target audience in mind and choose a style that will appeal to them. Use high-quality materials and printing techniques to make sure your packaging looks professional and polished.
Finally, make sure that your packaging reflects the overall tone and personality of your brand. This will help to create a strong and consistent brand identity that customers will remember and recognize.
Make your packaging part of the brand experience
When it comes to creating a memorable brand experience, packaging plays a critical role. After all, it’s the first thing that customers see when they encounter your product. So, how can you make sure that your packaging is part of the brand experience?
First, consider the overall look and feel of your packaging. Is it consistent with your brand identity? Does it convey the right message about your product? Remember, your packaging should be an extension of your brand, not a separate entity. Consider the color, tone, language you use and typography, just maintain the consistency to make sure your brand has clearly and effectively been delivered in front of your customers.
And don function of your packaging. Is it easy to open and use? Does it protect your product during shipping and storage? Customers should be able to easily identify your product and understand how to use it.
Finally, consider the sustainability of your packaging. Can it be recycled or reused? Is it made from environmentally-friendly materials? Sustainability is an important consideration for many consumers, so it’s worth considering how your packaging impacts the environment.
By considering these three factors, you can make sure that your packaging is part of the brand experience. By creating packaging that is consistent with your brand identity, easy to use, and sustainable, you can create a memorable experience for your customers.