Packaging is Part of the Experience... Experience is Key to the Product

Posted in Articles by Frank Cowell

When Heinz pondered how they could invigorate sales of a product that almost never changes (their ketchup), they decided they would address a key complaint that had been around for years - people disliked the packaging of the 'ketchup packets'. For years consumers said the packets were too small, too messy, too hard to open, and you couldn't use them for 'dipping.'

Their solution was to revamp the packaging to address these complaints and in the process they ended up changing the product. No, they didn't change the ketchup itself - they only changed the packaging and how one interacts with it, which is to say they changed the "experience." Heinz is a very smart company because they realize that while almost nobody would want them to change the 'product' (or what most people see as the 'product', the ketchup itself), they could, in fact, change the experience with the product (which is a HUGE part of 'the product').

The result is fun, new packaging that, not only, addresses the key packaging complaints, it changes the way people think about Heinz.

About Frank Cowell

Frank Cowell is President at Elevator, a digital brand strategy agency based in the San Diego, California area. He works regularly with CEOs, CMOs, and VPs of Marketing who are looking to create amazing brand experiences while driving inbound leads. A self-taught programmer with a deep understanding of technology, Frank enjoys a unique blend of brand development and marketing savvy that enables him to offer fresh perspectives on often-complex marketing concepts that he distills into actionable, easy-to-understand language. An energetic and entertaining speaker, Frank presents regularly to regional and national organizations on topics related to branding and digital marketing.
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