Two big trends are already leading the market this year and they will continue to do so in upcoming ones.
The first of these trends is the user tendency to evaluate the waste potentially produced by the goods purchased, once these are opened and Packaging needs to be thrown away. People have started to care more about waste production and the rubbish generated worldwide. Packaging industry started to change years ago and will continue to do so in accordance to the evolution of the consumer mind and the culture of respect for the environment.
Packaging creatives and R&D departments together with the brand marketing responsables are focusing their efforts on the use of recycled and new materials that helps to wrap and preserve goods. For this, the same professionals concentrate their communication efforts on the advantages of the new packagings and their properties.
Frequently, consumers discard food just because they do not trust the form or materials or the information display on the packaging. In relation to this, we worked with one of our clients, Apis, in the development of one ‘easy peel’ system with an exclusive extra lid that maximized fresh preservation up to 7 days once the product is opened.
The second trend is about the opportunity that e-commerce brings to brands. Purchases increase as the increase in purchases over the Internet means that packaging can be thought not only for its correct delivery, but also for its reuse in case of return or for a daily use different from the purchase.
Caring for the image that brands project and customers perceive when the latter receive products at home also allows to leverage and enhance the contact beyond the simple act of ordering and delivering. In fact, this is a great chance for brands to increase customer engagement. For example, Scalpers asked for a special packaging that allowed their customers to reuse it as a long-term storage utility at home. Our project for them combined the brand aesthetics with a reusable opening and fastening system.
It is also a great opportunity to send surprises inside the packaging that multiplies the impacts of the brand to the consumer and its environment. For example, for some time Scalpers included a beer opener with their logo in each home-delivered order. This fostered a longer relationship brand-customer, besides producing brand impacts in the customer’s friend circles.
Miguel Mora, beon. Communication General Director