Five Tips for a Successful Packaging Refresh
A brand’s packaging is one of the largest marketing touch points for a brand. No matter if a consumer is shopping in-store or online, product packaging is one of the top contributing factors to whether or not a consumer adds the item to their shopping cart.
Therefore when it comes to a packaging refresh, the process needs to be planned and supported across the organization to ensure best in class execution. At the center of this process, is the brand team who becomes the hub for all the moving pieces.
To ensure a strong start, below are five key tips to consider for a successful packaging refresh:
TIP #1: Determine the Type of Launch
Based on the changes you’re making, determine if the project can be managed as a roll through or hard cutover. Typically if the product and packaging specifications are remaining the same, the project can be managed as a roll through. Meaning you can switch over to the new packaging once you’ve depleted existing inventory.
However if you’re making any major changes to the product or packaging, you’ll need to plan on having a hard cutover date to the new item. This is the date you’ll plan to switch over to the new packaging and determine a plan to reduce obsolescence of existing products.
TIP #2: TIMING IS KEY
Before starting a packaging refresh, it’s important to consider timing for the rollout. If needed, build retailer calendars into your overall project calendar. Also, if you have a large product portfolio, it may make sense to break the overall project into phases based on high performers being tackled first or those with larger packaging inventory levels handled later in the project.
TIP #3: Build out the packaging hierarchy
Before cascading a packaging redesign to all skus in the portfolio, ensure you have a packaging hierarchy set for all packaging formats in the portfolio. One packaging type may have more room for additional messaging vs another sku in a smaller packaging format. Therefore identify a hierarchy for your new packaging design and what elements are included or omitted based on the packaging type.
Also consider the amount of marketing copy included. Brand managers love to share about their products but limiting marketing copy to a certain number of characters can ensure concise and consistent copy across packaging types.
TIP #4: Don’t forget about brand loyalists
In order to avoid any confusion with existing customers, both alert them before and after the packaging refresh of what to expect. Plan to give them advance notice of a packaging change coming as well as after the launch, communicate what has changed and what they can expect.
TIP #5: Support your investment
A packaging refresh is a large investment for a company and to ensure best in class execution, consider investing in outside support. There are lots of moving pieces in a packaging refresh and having someone with experience in the process and focused on the details can be essential for success.
Finally, don’t forget to measure your success post-launch. This can be done through both qualitative feedback from consumers and retail partners as well as through sales growth and success in attracting new consumers.
At The Marketing Lens, one of our specialties is managing packaging & brand refresh projects. If your brand needs extra support for an upcoming project, please check out our services and schedule a discovery call to learn more.