Changing the packaging structure is a marketing strategy that can add value to a product, but a significant modification can confuse the consumers. Some brands realized that a very smart move is to bring some changes only to their product’s closures. At first sight the products looks almost the same, but their closures are meant to bring unexpected benefits to consumers.
I have chosen to present you three brands that adopted this marketing strategy. Here they are:
1.Vittel’s “Refresh Cap”
According to a recent research 80% of the French population doesn’t drink water because they simply forget to. In these circumstances, French brand of bottled water Vittel partnered with Ogilvy Paris to find a solution to encourage people to drink the recommended 8 glasses of water a day.
What did they do? They simply replaced the usual bottles’ caps with tailor made caps that pop up a tiny red flag every hour. In this way consumers are announced in a fun and gentle way to take a sip or two. A timer begins automatically counting the minutes at the moment people twist the bottle cap shut after their first refreshing sip.
2. The Nescafé Alarm Cap
To make a brand refresh, Nescafé opted for the creation of a 3D-printed lid that literally wakes you up. The Alarm Cap awakens the consumer with the soft sound of chirping birds (and other 6 sounds scientifically designed to gently stimulate the mind) synchronized to a pulse of light. The only way to turn the alarm off is to unscrew the cap. The flavor that will be released in this way will definitely tent you to make yourself a cup of Nescafe.
The Nescafe Alarm Cap concept was developed by Publicis Mexico while the products were produced and assembled in house by NOTlabs.
3. Coca-Cola 2nd lives caps
As part of its global sustainability program Coca-Cola launched a campaign featuring a line of 16 innovative bottle caps that can be attached to its bottles after they have been emptied.
The caps were specially created to be used as fun and useful objects as: paintbrush, pencil sharpener, bubble-blower, water pistol, lotion or shampoo dispenser, night light, and so on. Through its initiative Coca-Cola tries to encourage people to reuse and recycle more plastic.
The innovative bottle caps were developed by the creatives from Ogilvy & Mather in collaboration with packaging designers from Maxx-Marketing.
Which product closures modifications do you like most?