(The reporter) spoke to a couple of Chiquita representatives about the popularity of the sticker-remixing stunt, and in less than 10 minutes they used word “emotional” at least five times — as in “designed to re-engage that emotional connection with consumers” or “really resonate on an emotional level...The little sticker is the most minimal form of packaging imaginable, and yet it’s completely plausible that people will not only seek it out but also buy it. And as a bonus, it even comes with a banana.”
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Chiquita tries out a new contest that let's people design their own version of the familiar blue and yellow logo, according to the New York Times.
Pricing guru Rags Srinivasan snaps two Tropicana containers that he says follow a "proven principle" in creative packaging: Changes in size do not appear as large when made in all three dimensions versus when they are changed in just one dimension.
What's the reason for making these changes?
To Rags: Are certain categories of consumer products more disposed to constant creative packaging changes? Your comment seems to suggest that staples are product where we should expect these changes most frequently. Chips are one product where the bags are always changing. Who even know exactly what size tortilla chip bag they are buying now unless they look carefully? Why aren't pasta sauce jars changing more? Or are they?
Customers are trained on the price they pay – more often they buy a product at a price the more they become tuned to any price changes. The price they remember becomes their reference price – any increases over reference price will be seen negatively. So brands use the only other lever available to them for better price realization : reduce their marginal cost by 10-20%.
To Rags: Are certain categories of consumer products more disposed to constant creative packaging changes? Your comment seems to suggest that staples are product where we should expect these changes most frequently. Chips are one product where the bags are always changing. Who even know exactly what size tortilla chip bag they are buying now unless they look carefully? Why aren't pasta sauce jars changing more? Or are they?
1) A safe that locks away tempting objects for between two minutes and four days. Hat tip: Thomas Sander.
2) Kids like Frosted Flakes because of Tony the Tiger.
3) "Microsoft built its browser so that users must deliberately turn on privacy settings every time they start up the software."
4) Cigarette packaging ideas for discouraging smoking. Hat tip: Dan Greenberg.
Tags: commitment strategies, default rules, marketing, online privacy, smoking
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[youtube=http://www.youtube.com/watch?v=audakxABYUc]
Hat tip: Gustavo
Tags: marketing
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