Quirky Packages Keep Them Coming Back
by Robert McMath
One of the packages is an oversized, tall can. A smaller than normal size can targeted the women’s market. The third package is a big fat opaque, white plastic bottle with a large screw-top opening for pouring. All bear the same outlandish design of a penguin to attract attention.
Americans have a passion for collecting quirky things. It’s one reason why Jones Soda became a “cult” beverage with loyal followers practically waiting in line for the next delivery of newly labeled soda bottles.
These “evangelists” became “turned on” to each succeeding label. And many set out to collect them all.
Jones garnered special personal excitement when someone’s picture entry appeared on a label.
Several years ago, I saw consumers pore over a large pallet display of beer cans bearing an unknown brand name from South Africa. The cans had strikingly beautiful, finely lithographed illustrations of wild animals, native to Africa.