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Packaging partners with R&D to create new market categories

Until recently, packaging was one-dimensional. You put your product in a carton and slapped on a nicely designed graphic. Those days are gone. To keep up with the leading brands, you need to think way outside the box: combining data intelligence with creativity; interacting with your package; counting on your package to enhance your lifestyle - or even save your life.

Here’s how four leading brands tap into the latest R&D to create new market categories while enhancing the consumer’s user experience in multi-dimensional ways.

Packaging partners with R&D to create new market categories

Until recently, packaging was one-dimensional. You put your product in a carton and slapped on a nicely designed graphic. Those days are gone. To keep up with the leading brands, you need to think way outside the box: combining data intelligence with creativity; interacting with your package; counting on your package to enhance your lifestyle - or even save your life.

Here’s how four leading brands tap into the latest R&D to create new market categories while enhancing the consumer’s user experience in multi-dimensional ways.

Miralax

For MiraLax R&D to consider formulating a ready to serve liquid form of the medicine, MiraLax needed packaging that not only educated the consumer but also helped ensure correct usage of the medicine with correct mixing.

These examples show how the packaging literally turns the packaging on its head to ensure correct mixing. Then, the label uses a color-matching technique to show the consumer visually what the medicine looks like when mixed well. The packaging directly improves consumer UX, while educating, building brand loyalty and attracting new consumers.

Miralax

For MiraLax R&D to consider formulating a ready to serve liquid form of the medicine, MiraLax needed packaging that not only educated the consumer but also helped ensure correct usage of the medicine with correct mixing.

These examples show how the packaging literally turns the packaging on its head to ensure correct mixing. Then, the label uses a color-matching technique to show the consumer visually what the medicine looks like when mixed well. The packaging directly improves consumer UX, while educating, building brand loyalty and attracting new consumers.

Off logo@3x

One of the problems with a necessity like Off! bug spray at a picnic or campout is the all-day smell that accompanies the consumer after it is sprayed on the body. In this packaging innovation, Off! becomes a scent applied to a label that is safe for the skin. This way, the scent is released over time to ward off the pesky mosquitoes and discarded after the picnic - without the residual effect of smelling like bug spray the rest of the day. The innovative application of the product along with the packaging expands the usage of Off! to improve consumer UX and attract new consumers.

Off logo@3x

One of the problems with a necessity like Off! bug spray at a picnic or campout is the all-day smell that accompanies the consumer after it is sprayed on the body. In this packaging innovation, Off! becomes a scent applied to a label that is safe for the skin. This way, the scent is released over time to ward off the pesky mosquitoes and discarded after the picnic - without the residual effect of smelling like bug spray the rest of the day. The innovative application of the product along with the packaging expands the usage of Off! to improve consumer UX and attract new consumers.

Glade logo

Similarly with Glade, the scent is applied to a label to be used in small, tight, smelly zones, such as gym lockers. The scent is released over time and with a disposable label, repeat sales are ensured while opening up a new category of product usage to attract new customers.

Glade logo

Similarly with Glade, the scent is applied to a label to be used in small, tight, smelly zones, such as gym lockers. The scent is released over time and with a disposable label, repeat sales are ensured while opening up a new category of product usage to attract new customers.

Bayer

For Bayer, partnering with R&D resulted in a package the size of a credit card. It’s designed to both fit in a standard-sized wallet and open up a whole new category. By formulating a dissolvable ready-tab and packaging it on a card that fits in any wallet, any consumer can easily carry the medicine to be prepared for an urgent dose that could save a life. This opens up a new category of consumer - not just consumers that are diagnosed as at-risk, but any consumer who wants to be prepared.

Bayer

For Bayer, partnering with R&D resulted in a package the size of a credit card. It’s designed to both fit in a standard-sized wallet and open up a whole new category. By formulating a dissolvable ready-tab and packaging it on a card that fits in any wallet, any consumer can easily carry the medicine to be prepared for an urgent dose that could save a life. This opens up a new category of consumer - not just consumers that are diagnosed as at-risk, but any consumer who wants to be prepared.

Bayer wallet card

This single-dose card is designed to fit into a wallet. It can also save a life. How handy is that?

 

Bayer wallet card