Secret Messages in Your Packaging: Are Inspirational Wrappers Good Marketing Tools?
It’s that time of year again, everyone. There’s frost on my car in the morning, a chill in the air when I go out for lunch, and oh yeah — the sun is now setting before I leave the office. The only next logical tradition to come about is for me to get a cold.
For the most part, I’m a pretty healthy person. Since I don’t get sick all that often, I turn into the biggest wimp ever when I finally do. We’re talking putting on pajamas as soon I walk through the door after work, curling up in a blanket with chicken noodle soup for supper, and in bed before 9:00 on a weeknight. I hate being sick.
That’s why, when I opened up a freshly-purchased bag of Halls cough suppressants and unwrapped a honey-lemon flavored one to soothe my sore throat, I smiled. There were “Pep Talks in Every Drop” on the wrappers, with little “fire up those engines” and “bet on yourself” quotes. My personal favorite was “you can do it,” because it made me smile after a long day at work feeling like crap. I even thought to myself: “It’s just a cold, I won’t feel like this forever.”
Halls wrappers, complete with inspiration.
Naturally, this got me thinking about other companies that embrace the moment when a consumer is holding your packaging and your product separate from each other. The chocolate lovers out there already probably know about the inspirational messages inside of Dove wrappers, but it’s definitely worth mentioning anyway.
On each Dove wrapper is a little short quote or message to read. Some of my personal favorites include:
- “Every cloud doesn’t mean a storm”
- “You are the star for which all evenings wait.”
- “Love without rules”
- “Sing along with the elevator music”
Sometimes it’s just little things that bring a smile to your face, or maybe even bring back a memory to your mind.
Feeling comforted yet?
I think this emotional appeal is very successful for brands. In the Halls example earlier in this post, I was tired, cranky, and worn out by the time I got home from the drug store to buy this year’s supply of cough syrup and cough drops. But that one little pep talk on the wrapper really made an impression on me!
Furthermore, Dove’s inspirational wrapper efforts just seem like a no-brainer. After a stressful and busy day, who doesn’t want to sit down with some chocolate and a glass of wine and read a uplifting quote? Especially since really tasty chocolate (like Dove) is one of those things that you don’t just gobble up. Instead, you savor it and let the flavor and aroma take you away from your troubles and stress of the day – at least, I do.
And how about Snapple? Under each cap is a fact that always makes me say “really?” The great thing about Snapple’s example is how they tie the messages into their website. Under each fact it says, “Get all the ‘real facts’ at Snapple.com,” so naturally, what did I do when I saw that? You guessed it; I visited their website. There you can learn more about how Snapple uses only the best ingredients on Earth (their claim).
Snapple's "Real Facts"
Wait for it...wait for it...NOW!
I don’t know exactly why I’m drawn to companies that have pep talks, quotes, or facts tucked away on their products’ packaging. Maybe it’s because my mom left me notes in my lunch while I was in elementary school, or maybe it takes me back to the days in high school when you’d get that thrill from successfully passing a note during class without the teacher noticing.
These little things bring a smile to my face because in today’s money-hungry business environment, it’s just nice to read something nice and encouraging. You know, not that a “now with 20% more in every box” sticker or a “new look, but same great flavor” sticker on the front of the box or bag isn’t thoughtful or anything…
What do you think about companies who do this? Do you like it, hate it, or don’t care? Is there another company or brand that includes little messages somewhere unexpected? Sound off below!