Under the background of enlarging food and beverage categories and fierce competition between similar products, brands are emphasizing greatly on the “differentiation” of their products. For example, healthier ingredients, like natural sweeteners, are used more often than before so as to reduce the unhealthy risks for consumers; functional products are gathering their popularity, such as dream water, artificial meat, facial beauty and weight management, etc; classifications of different consumer groups like Generation Z, silver generation, single economy have provided a more targeted direction for product R&D…These differences can be extended to follow-up commercial marketing points to tell a good product story and attract consumers.

But wait a minute, before that happens, a more direct and front-line differentiation strategy has not received enough attention, which is innovative packaging that breaks the rules and smashes the consumer’s stereotypes. Creative packaging can capture the attention of consumers right away. Compared to spending much time, energy and money on developing and convincing consumers into accepting a new product concept, it can more effectively help brands stand out among similar products.

In Marking Awards 2020, we are delighted to find some designs that break through the traditional perceptions of consumers and are able to gain favorable market results. Now, we have selected 12 entries with differentiated packaging, with a hope to offer inspiration to brands and agencies that are actively seeking “innovation”.

Read the full article via Drinkpreneur here.