Emotionally attached… to a piece of candy? Coca Cola, Reese’s, Heinz, Snickers, and Sprite all have customized packaging. These are top brands in their categories that have been around for a long time. These candies had to do something new to keep relevant on top of all the other new brands coming out in each category. Candy and soda are not on the top of people’s minds with a health movement that is trending. It is the emotional aspect of these new brand campaigns that bring the consumer to the product despite the clear lack of nutrition. The emotion is in seeing your name on a product, or an attribute that is associated with you or your friend.
Coca Cola is all about “opening happiness” and their new customized packaging recommends you share this happiness with someone else. People have taken this campaign and ran with it- from wedding proposals to a new babies name to graduation parties. When someone sees their name, or their friends name on a product they almost feel entitled to purchase it. With this packaging there is a deeper meaning to the product. It is more than your favorite soda- we are their favorite consumers. Our names are on their products giving us the recognition. Packaging that gives emotion, connection, and starts a relationship with a brand will be upheld over all others. On top of this Walmart started a campaign putting Coke and Reese’s together to “share your summer”. The coke would show you or your friends name and the Reese’s would give an adjective like “chill”, “perfect”, or “2 fun”. There are 40 different messages that the cup could have on it. The packaging has you buy a coke with your friends name on it then an adjective that describes them with the Reese’s. This connected experience is only available through this customized packaging.
Meanwhile, Snickers has used their tagline “Your not you when your hungry” for a long building up equity in the unique positioning. Now, they’re bringing this positioning to their most direct form of consumer interaction, its packaging. Each package shows a different adjective that answers the question- “Who are you when you’re hungry?” Some examples are “snippy”, “loopy”, “spacey”, “goofball”, etc. The intention is that you buy this for yourself based on what you feel when you are hungry but more importantly you can give this to someone else who you feel needs that certain bar. The packaging doesn’t even have the brand name on it just the words in the Snickers font and colors.
Heinz classic tomato have been around since the 1930s, with the same packaging they’re switching things up, jumping on the customization trend. Heinz has “Get well soon, Nanny” and “Brother” on their packaging to expand on their emotional ties that people have with the brand. Not only will the product help someone get well soon but the packaging will tell them too as well.
Sprite has gone back to their roots of advertising by incorporating top rap and hip-hop lyrics on their bottle. There will be 16 different quotes from top artists to give inspiration to your day. They chose rappers that are “celebrated for honest self-expression and being true to themselves”. Consumers are able to experience these artist’s inspirational lyrics with a can of Sprite. This packaging is targeting an obvious group of people who listen to this music, but all people will see the originality and uniqueness of this packaging.
These ideas may spark inspiration for your own packaging but be cautious to not force this upon your brand. If the customization idea is forced onto the packaging it will no longer resonate with consumers. The main takeaway from these brand’s packaging is emotion. It can be humor, happiness, or excitement- anything. It’s the experience, bringing your friend her name on a bottle, or the way she acts when she is hungry, or giving your BFF a Reese’s. Emotions and experiences that brands bring to the consumer is what differentiates them from all competitors.