Pepsi's new packaging strategy - launching 35 separate graphic designs on their flagship product - is, in a word, BRILLIANT. Why?
1. The human brain craves novelty. It was built that way. We search for things that are new and ignore things that are old. Pepsi (and Coke) have more linear feet of product per store than any other brand. With the same graphics day in and day out, it's just wallpaper. It goes unnoticed. New designs will capture the consumers eye and draw people into the product.
2. Packaging is your most cost effective advertising. It's working media. It's treated as a cost of goods, but in reality, it's an opportunity to reinforce the brand with every sale. It should be used more strategically, as a way to say who the brand is, to reaffirm personality. Right now, most every manufacturer wastes it.
3. Pepsi's consumer is young and energetic. They look for things that are dynamic, fun, and different. This strategy is perfectly in tune.
4. A visual image is worth a thousand words. Rather than say who they are, Pepsi is showing it. Too many manufacturers clutter their packages with words, not images or stories. It's lazy and design firms should do better. These packages say more about the brand - wordlessly - than any copy driven verbal strategy could.
Bravo Pepsi. Brilliant!
1. The human brain craves novelty. It was built that way. We search for things that are new and ignore things that are old. Pepsi (and Coke) have more linear feet of product per store than any other brand. With the same graphics day in and day out, it's just wallpaper. It goes unnoticed. New designs will capture the consumers eye and draw people into the product.
2. Packaging is your most cost effective advertising. It's working media. It's treated as a cost of goods, but in reality, it's an opportunity to reinforce the brand with every sale. It should be used more strategically, as a way to say who the brand is, to reaffirm personality. Right now, most every manufacturer wastes it.
3. Pepsi's consumer is young and energetic. They look for things that are dynamic, fun, and different. This strategy is perfectly in tune.
4. A visual image is worth a thousand words. Rather than say who they are, Pepsi is showing it. Too many manufacturers clutter their packages with words, not images or stories. It's lazy and design firms should do better. These packages say more about the brand - wordlessly - than any copy driven verbal strategy could.
Bravo Pepsi. Brilliant!
The Dozen is an eclectic take on innovation, branding, media, strategy and research, brought to you by the creative minds at Egg Strategy.
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