By Pauline Hammerbeck
2011 will go down as the year that social media went mainstream for CPG brands.
Everyone dove in, reallocated budgets and dug into social networks like Facebook, inspiration/sharing sites like Pinterest, and everything in between, in pursuit of of a "like" or a "follow."
But when does social media's greatest strength become overload for those who have hundreds if not thousands of equaly "liked" brands coming through their streams? And, more importantly, is a "like" all you really want for your brand?
The packages we've included in Design Gallery, our 2011 package design annual, are a cross section of brands, categories and material types that have two things in common:
- Recognition of the unmatched one-to-one moment packaging has with consumers, and
- The intention of creating tangible experiences to prompt not just "likes" but true love for their brands
Consider the mashup between Method and Disney, which uses the beloved image of Mickey Mouse to underscore the importance of using sustainable cleaners (and creates a beautiful sink-side companion to boot). Or Diet Coke's limited-edition fashion can, which takes a giant, glammed up version of its logo to create fashionista-approved badge value for the package.
There are dozens more examples in this 2011 package design annual and what ultimately is a collection of brands using packaging to create engaging little moments and feelings that can only be described as something more than affection.
What's not to love in that?
Pauline is editor-in-chief of BrandPackaging. Follow her on Twitter