Product packaging is, and always has been, important for a range of reasons. The main and most common reasons being to protect the contents of the packaging, hygiene reasons, and for practicality and ease of use. These days, packaging is becoming more than just a standard must-have or something to transport the product, brands are making the most of it and using it as a marketing tool.
Fulfilling short-term needs while maintaining long-term priorities has been an ongoing challenge for organizations since the onset of the pandemic. The global response to COVID-19 has slowed the day-to-day operations of many companies but amplified the progression of transformations that were already brewing before the outbreak.
Product packaging’s sole purpose originally was to protect the product inside. Over the years, packaging has also doubled as a marketing tool — packaging design now plays a vital role in consumers buying decisions.
Since 1939 the packaging described the product as a cure for “periodic pain.” Although the name was familiar with young women, the brand lacked relevance with Gen Z and was losing market share due to the increase of new female-focused start-ups.