It’s All about the Packaging, Baby!
Jazzy packaging makes all the difference to shoppers nowadays. Even if you don’t think about product packages too much, rest assured that there are zillions of consumers out there who do. Would you pass over your favorite cereal in favor of one that had a blazingly colorful box? Would you purchase a snack you’ve never tried just because you couldn’t look away from the hypnotic packaging that contained it? Many would answer yes in a split second – and there’s nothing wrong with that. Many companies are turning to aggressive marketing attempts that involve fancy-schmancy packaging…but will it work?
Here’s one example of a spruced-up package rebrand: baby carrots. (You know, the bite-sized carrot sticks in mini bags that fit perfectly inside of kids’ lunch sacks.) An article on Fast Company’s site disclosed the intentions of the Baby Carrots brand to revamp their packaging to make it look more like junk food. They’ve also tagged their juicy little carrots with a bold new tagline: “Eat ‘em Like Junk Food.” The end goal of this $25 million dollar campaign is to encourage kids to eat healthier and reach for a bag of juicy carrots in lieu of that bag of cheesy puffs or cheese-coated chips.
I have to admit that I’m impressed with these carrot packages; each of the 3 new designs is flashy and stylized, and it’s difficult to believe that healthy vegetables are contained within them. Each bag has a clear window on the front that allows consumers to see what’s inside, and the carrots do look remarkably like Cheetos at first glance. However, I wonder if kids will actually fall for this approach. Don’t get me wrong, baby carrots are tasty, but they’re certainly not on the same level as sodium-laced, artificially-flavored cheese curls. Can a snazzy junk food bag really make that much of a difference to children, or is the Baby Carrots brand barking up the wrong tree?
The way I see it, these new packages could have advantages besides the obvious. I’m not sure if grade school has changed since I attended, but I remember being the recipient of daily ridicule because my mother would pack my lunch with fruits and vegetables instead of greasy chips. Perhaps these attractive Baby Carrots packages will blend in better with other lunchroom goodies and possibly even make healthy eating the cool thing to do! Hey, I can dream…
I highly recommend that you visit the Baby Carrots website and feast your eyes on their re-branding campaign in all its glory. The site is complete with a punchy flash introduction, a YouTube video showcasing their carrot-themed video game for the iPhone (no, I’m not kidding), and impressive interactive menus featuring dancing carrots. Since when did baby carrots become so hip and extreme? In the twenty-first century, apparently…at least that’s what the Baby Carrots brand is hoping for! (Hey, I know a wonderful place they could go to get some carrot stress balls or to have their own baby carrot stress balls designed! Wink wink…)
Do these cool junk food packages make you hungry for baby carrots? Do you think more highly of a brand if they use eye-catching packages? Will this hip packaging and branding craze simply phase out, or will it continue and wage an unstoppable battle for consumers’ brand loyalty? Let’s talk about it!