With attention spans getting shorter, brand now are focusing on weird and wacky ways to package and market their products to young consumers. This is exactly what young millennial consumer's want from a brand because they are also looking for new ways to connect with a brand. They want products that are not just awesome but also share or like-worthy because it works like a social currency for them with which they can connect with their peers. And hence, for brands, such packaging-driven campaigns not only create a buzz around the products but, they also get shared on social media.
The trend is very common among snacks and beverage makers who are resorting to quirky packaging with words printed in local languages, to stand out from the crowd and connect with regional markets.
Snickers did a splendid job in getting this right with their limited edition chocolate covers that were printed with 3 words in the local languages of Tamil, Hindi and Malayalam. The words such as Kalippan, Junglee etc., were an instant hit among the youth who started spreading the word for Snickers through Social Media. Snickers also ran a campaign across digital, print and outdoor as well as in-store promotions.
Nutella with 'My Nutella Jar' is next. The chocolate-hazelnut spread brand launched My Nutella Jar which could be customized with a sticker having the customers name printed on the spot at the store. The customers were taking on the role of a brand ambassador with this activity and its sure to have increased their personal connect with the brand.
Pepsi's Summer Moments campaign is another big hit. In April 2017, Pepsi launched special edition cans and PET bottles with famous pop-culture words like swag, bajao, jeetbo etc. to connect with the Millennial's. It's as if the brand was speaking to the consumer in a language both contextual and relevant to them. The same exercise was continued during festival seasons like Onam, Diwali and so forth.
It's being commonly seen that brands across food and beverages categories are innovating and localizing not just their offerings and campaigns but also their packaging as well. Such packaging has an immediate 'pick me up' value which is an instant connect with the customer at the point of sale. Localized packaging also helps in countering counterfeits.
Even though the brand does not gain significantly in terms of sales and revenue, what such packaging-led campaigns does is that, it helps in garnering shared moments. Some folks might see this merely as marketing campaign innovation with product integration. But if you ask me, this is freaking radical and this is exactly what brands should be doing if they want to get noticed by the young care-free folks who we call Millennial's.
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