Packaging That Works Beyond the Store Shelf
What consumers really want, besides a good product, is packaging that fits their lifestyle and helps them save time while avoiding the “hassle” factor.
- Meets a previously unaddressed consumer need.
- Conveys old-fashioned attributes like quality and value in new, cutting-edge ways.
- Speaks to the consumer’s desire to simplify their life by making the package part of the product.
For these three marketers, this solution emerged as the best answer after examining the end-use possibilities beyond the store shelf.
“Consumers recognize the cap as wide-angle,” alerting them to the applications possible with Big Blast, Way explains.
How did WD-40 determine that the need for a wide-spray nozzle existed in lubricants? It listened to consumer feedback, Way says. Consumers indicated they were lubricating tools, equipment and vehicles with WD-40, but they needed help covering more expansive surfaces.
This enables SouthWest to save money in entering the NFC juice market using its existing filling equipment and, in some cases, existing capping equipment. The savings are significant since SouthWest supplies 152 Brookshire Grocery stores throughout eastern Texas and the South.
Giles adds that by adapting the fitment to the standard HDPE jug, the dairy can offer the product at a value price to consumers.
Second, the pull ring provides tamper-evidence. Third, consumers perceive that the pull-ring cap keeps the juice fresher than a foil seal.
Roy Robinson, Portola Vice President of Market Development, sees an upside for the dairy aisle as a whole, too.
“The dairy industry hasn’t had a lot of innovation in packaging, except on the single-serve side,” he notes.
This is an early application of a slider-zipper to a product that’s packed on a horizontal thermoform form-fill-seal (HTFFS) machine, representing the joint research of Hormel, Pactiv and Multivac Inc., Kansas City, Mo.
Consumers have responded well to the Hormel package.
- It heightens their perceptions of product freshness.
- Consumers can determine easily when the package is closed, even after multiple uses.
- Consumers say the slider-zipper is easier to close than press-to-close packaging.
The author, Andrea Allen, is a writer and communications consultant in Dallas, specializing in packaging, nutraceutical, regulatory and nutrition issues. E-mail her at firstname.lastname@example.org.