Packaging Strategist

Packaging remains one of the most crucial parts of any marketing mix and product branding. In industries such as food and fast moving consumable goods (FMCG), it is becoming increasingly difficult to differentiate your brands.

Globalisation means that your brands are no longer just competing with the "usual suspects". I was sitting in an Indian restaurant the other day having ordered a brandy and coke. The 'Coke' arrived and only as I finished pouring it, did I realise that it was not in fact Coca Cola. The packaging was near identical with very similar colours and from a taste perspective - if I didn't know it wasn't Coca Cola I would have sworn blind it was.

Brands like Cadbury's have attempted to register or trademark their colours to prevent other chocolate manufacturers from impersonating these colours - but in many cases the competitor may have been there first or may have done it unintentionally.

The aiming of this particular blog is to highlight technologies and packaging success stories for industry professionals to learn from and discuss potential strategies going forward.