Tag Archives: brand building

Coke Launches New Products with Personalized Packaging

In our ever-connected digital world, successful brands recognize marketing is transforming and evolving at an accelerated rate.

Coca-cola personalized packaging

Now is the optimal time to get innovative with the strategies used to promote products and get consumers interested in your goods. Leading companies are using integrated strategies that connect the online world to the physical in creative and inspiring ways. Mars is making waves in the confectionary industry by blending social media marketing strategies with clever branding ideas to launch its new “You’re Not You When You’re Hungry” campaign for Snickers candy. The brand has already established itself as a leader that isn’t afraid to take risks with its product packaging, and it understands how important a package can be in communicating a message and selling a product to consumers.

Mars’ new marketing campaign features 21 different packaging options for its Snickers bars, each representing a different “symptom” of hunger. The bars feature a unique form of personalization, assigning nicknames like “Drama Mama,” “Curmudgeon,” and “Feisty” to each wrapped candy. Along with the fun new packaging designs, Mars is also encouraging customers to share photos of themselves with their chocolate bars using the #EatASnickers hashtag on social media. Packaging, along with this 21st-century digital marketing tactic, is a prime example of a successfully integrated campaign that gets consumers involved and makes them feel special.

Mars certainly isn’t the first brand to launch individual, personalized product packaging as part of a new branding strategy. Coca-Cola has experienced major success with its “Share A Coke” campaign, launching dozens of unique labels with names, nicknames, and other words consumers can relate to. In a recent Beverage Industry webinar, Robert Scott, Coke’s Global Director of Packaging Development, explained how important packaging is in launching a new product line. Coke, he says, includes 500 distinct brands and 3,500 products worldwide, and new products are successfully released by incorporating the right concepts, ingredient formulations, and packaging in the initial stages of its development.

Scott says there are four fundamentals of successful packaging: It must be functional, have the right messaging, differentiate itself in a “sea of sameness,” and it should inspire consumers.

He says lightweighting has played a key role in Coca-Cola’s new product launches, illustrating how big eco-friendly flexible packaging is becoming in both the beverage and food industries. Scott emphasizes how much packaging design can shape a brand’s overall strategy and success, and incorporating personalized packaging into the new concepts will highly invigorate and engage consumers.

Coke Personalized Packaging

Brands can work with a trusted personalized packaging supplier to develop creative new structural and graphic designs on their flat bottom bags or other forms of flexible packages.

Lightweight containers of this nature are easy to transport, creating “portable advertisements” that consumers can take on the go and promote to passersby. A supplier can produce digital printed prototypes of your new product and packaging design quickly so you can launch a limited-release campaign fast and keep your marketing campaign on schedule. Your personalized packaging partner can also use personalized product packaging that inspires you to develop innovative new solutions that will draw in customers and take your brand-building strategy to the next level.

Whether you’re choosing flexible box bags or other forms of technologically advanced new packaging to protect and present your products, choosing parcels that best display your branding is key to maintaining consistency in your marketing campaign. Packaging should always be taken into consideration during the first phase of launching a new product, and it has the ability to build your brand and make it one of the most recognizable across the globe. It’s all about the customer experience, and today’s shoppers are social media savvy, mobile, and expect brands to come up with creative new ideas that help them solve problems and represent them individually. Take a page from Coca Cola’s and Mars’ books and allow your product to shine with special personalized packaging and distinct new branding ideas.

“Sweet” Success & New Product Packaging

Ditch The Box | Episode 8.12 |

For 95 years, Fannie May has been one of the most prolific producers of confections, using chocolate candies as an integral part of celebrations around the United States. The company, owned by 1-800 Flowers, is made up of three distinct brands that create a trifecta of sweet treats, putting a modern spin on classic candies that have been purchased across the country for gifts, party favors, and personal snacks. Fannie May is no longer making its mark just with brick-and-mortar stores throughout the U.S. – the brand is experiencing its largest growth through ecommerce, and with this comes a whole new set of challenges, demands, and opportunities for exciting new product launches and marketing strategies.

Joining us on this week’s episode of “Ditch The Box” is Kevin Coen, President of Fannie May Fine Chocolates and Harry London, who gives us the inside scoop on the company’s 95th anniversary celebrations and how it is making customers part of the experience.

Kevin has been highly successful in the retail, wholesale, ecommerce and distribution business with companies such as Lindt Chocolate, Swarovski, and Filene’s. He also collaborates on some projects with sister brands Lindt & Sprungli and Crabtree & Evelyn. This has put Kevin in the perfect position to refresh Fannie May’s offerings by keenly observing competitors, trends, and consumer behavior and introducing innovative new products and practices that make Fannie May one of the most exciting modern candy manufacturers.

Kevin says the company is always testing new flavor combinations and looks for opportunities to offset its branded business with private-label products. In addition to introducing unique treats, the company also focuses on retooling its packaging to become part of the overall customer experience. Kevin explains there are four key behaviors surrounding consumer need: self-consumption, sharing, everyday gift, and seasonal. Each of these intentions helps drive new products and new product packaging by taking into consideration where these behaviors drive customers to go. This determines the distribution point for certain products, which also influences the product packaging.

The company’s special new 95th anniversary new product packaging was built around the sharing and self-consumption consumer behaviors.

The packages put a modern twist on the company’s classic branded tins, offering bold new colors and structural designs that stand up on shelves and show off realistic photos and graphics that appear on the outside of the new lightweight containers. Kevin explains the company conducts a lot of research on consumer purchasing decisions and where the brand needs to position itself in the marketplace before they put the candy packaging out on shelves or online.


The brand wants to set a market instead of following what the market is doing, but they are highly selective about the times in which they do conduct a design overhaul or rebranding. Kevin says it’s all about noticing when and where you can move the brand forward and not pushing the envelope too much because loyal customers will begin questioning your values and identity. People get familiar with the look and feel of a company’s product packaging, and brands only have one shot to make a good impression. New product packaging should be able to attract younger customers with different values and purchasing behaviors while still maintaining the integrity of the brand and the product inside.

Kevin explains retailers like Fannie May must be sensitive to what makes their products compelling, whether it’s the taste, ingredients, freshness, or a combination of all of the above. They must then make sure the right candy packaging protects it. Consumers should feel like the product came right of the production line, and packaging is a key component in maintaining the stability of any perishable goods. Packaging delicate candies offers a more limited set of options because the product must be highly protected from damage or outside contaminants. If the product doesn’t look or taste like the brand promises it does, you’ll lose consumers’ trust.

A product’s quality is sacred to a brand – it’s their equity, and they should never compromise on ingredients or presentation.

So many companies today try to make up stories to make noise in the marketplace, Kevin explains, but Fannie May doesn’t have to. The brand has a legacy of understanding whom they are talking to, selling to, and what channels consumers are making decisions from. Not losing the essence of what the classic brand is all about is important. Fannie May is embarking upon exciting social media and in-store marketing experiences to include customers in its 95th-anniversary celebration, and there’s no doubt its new product packaging has aided in the festivities and is drawing in customers to the company’s delicious confections.

“Stand Up & Out: Content Marketing”

Ditch the Box | 7.22 | 


StandUpPouches.net has grown tremendously over the years, becoming the leading online brand for flexible retail packaging. The company now sells more than 10 million stand up pouches annually, with sales doubling year after year.

The brand prides itself on its innovative approach to attracting both “tiny but mighty” and big-brand clients using tools and strategies that are generally uncommon in the retail packaging industry.

While the company makes it a goal to deliver packaging that is just as good as – if not better – than the “big boys” in the industry, it’s not just great products that are speaking to customers. Marketing has become a key part of business at StandUpPouches.net, and a dramatic shift in how people conduct their work inspired the company to revamp its tactics to offer valuable content and resources to prospects and clients

downloadOn this week’s episode of “Ditch The Box,” host David Marinac gives listeners a sneak peek inside his new book, “Stand Up & Stand Out: And Watch Your Product Fly Off the Store Shelves.” He explains that after 2008, manufacturers were changing how they went about finding business partners and suppliers. The Internet became the main tool for producers and consumers alike to learn more about a product or service and easily find and get what they want. StandUpPouches.net started as an underdog in the industry and was a relatively small company, like many of its clients. Marinac and his team made it their goal to help companies build brands and protect their products, and content marketing was a new way to achieve this and grow as a business.


Content marketing is all about drawing people in with valuable content and educational tools – the days of traditional advertising, making cold calls, and sending a salesman out to sell a product to a stranger are diminishing.

Content marketing helps companies like StandUpPouches.net discover customers’ interests and concerns and directly engage with them. The “big boys” in the industry have been slow to adopt this marketing style, and the fact is, if they can’t find their clients and easly explain why they need their packaging solutions, StandUpPouches.net will continue beating them.


The marketing process at StandUpPouches.net involves a number of tools anyone can use to effectively run their business and reach clients. Video is a key way to get found in the online space, and resources like Wistia and PowerPoint help educate both buyers and staff members. These, coupled with great written content like blogs, eBooks, and white papers, help inform people about the value of the company and its offerings.


This type of online content teaches, trains, and helps suppliers get found. It’s written and delivered in a way that any person can understand it and search engines can find it. StandUpPouches.net initially started as an online catalog and evolved into a powerful website and business because of this great content and sophisticated marketing tools.


Marinac also dives into the evolutionary stories of three important clients using StandUpPouches.net for their flexible retail packaging needs. Pickle Pops, Garlic Clove Food, and Squirrel Brand are three very unique and distinctiveBobs Pickle Pops companies that had specific packaging requirements for their individual products. StandUpPouches.net was able to reach these clients and provide not only valuable educational tools, but also high-quality stand up pouches and bags that help each brand stand out on the store shelves and keep business booming. Great content should always be backed with an exceptional product, and StandUpPouches.net has mastered this with high-quality flexible retail packaging and effective, informative marketing strategies.