by Greg Kishbaugh
Redesigning a package’s structure can also have more utilitarian benefits, such as the ability to further complicate the efforts of counterfeiters. Or, in the case of Nestle’s Cerelac baby cereal, a newly launched hexagonal package had the dual benefit of reducing the package’s weight while also making the package appear larger to consumers.
In the case of Pepsi, the company has created what the Landor rep feels is a differentiated structural design that has the power to attract attention and encourage consumers to pause and take a look. Additionally, the bottle’s label earned high marks for not just visual appeal but for its aesthetic simplicity and the way in which it highlights the product inside, creating a greater appetite for the consumer.
Understanding that the retail environment is the only sure way to test a new package’s appeal, Pepsi will roll out the redesign first in stores to evaluate its point of purchase affect before carrying it over to trucks, coolers and other touch points.
Should Pepsi’s market share grow in the wake of the new design, look for even more CPCs to turn to their designers and ask, “What can you do to make our product sell more?”