Brand Awareness Through Great Packaging
Consider the status of Campbell’s soup cans. The brand awareness for iconic American brands like Coca-Cola and Campbell’s soup are extremely powerful, and chances are that if you put the same products in different cans, no one would buy them. Your chance to be depicted in an original Warhol has passed, but really he only created the iconic Campbell’s soup painting series because the brand was already so present and vivid in American culture. The image of its classic red and white packaging already resonated with millions of people.
So how did they get there? Well, it wasn’t a description of the salty flavor or an ingredient list, but an image of the packaging that Warhol chose to represent this cultural phenomenon.
Luckily these days, you don’t need a 100+ year history to approach this sort of recognizability. Dozens of brands have evolved or been founded since Y2K that are known and loved by millions of people already.
Ever heard of method cleaners? If you’ve been inside a Target in the last 13 years, then yes, you have. The company started out as two roommates on a mission to create green and safe cleaning products. After just a couple of years, they blew up and found themselves on thousands of shelves nationwide in one of the biggest stores in America. They note in their brand’s story that developing their recognizable packaging is what gave them the leverage to get into Target stores nationwide. Seriously.
Still not convinced? Next week we’ll have yet another reason to put more energy into your packaging design. And, to be clear, that doesn’t necessarily mean being a part of Warhol’s 15 minutes of fame or hiring a world-famous designer.
Leave a comment or question, or tune back here in a week for part III.
Image: Harry Tan Photography