Showstopper Packaging: the Power of a Bottle
I recall a business meeting where my team hosted 20 colleagues from Japan. At the end of the meeting, each and every one of our guests twisted the cap back onto his soda bottle and placed it in his bag. I had noticed cultural differences via greetings and meeting behaviors throughout the day. This action, however, transcended customs and geographies and I realized in that moment that appreciation for beauty and art is a universal human trait. These people “liked” this showstopper packaging design and decided to keep it. These particular bottles were the streamlined metal Coke and Diet Coke bottles, and would undoubtedly be put on display when they returned home.
Historically, consumers held onto packaging only if it served a functional purpose. Cigar boxes, coffee tins and Quaker Oats canisters were repurposed as storage or toys. They ended up sticking around for days, months or years as subtle reminders of the brand. Growing up, I can remember having Folgers cans in our basement filled with nuts and bolts. The Container Store wasn’t ubiquitous in the 80s, so my dad improvised. As a result, I will never forget those Folgers cans.
Functionality will keep an old package around. Creating […]