BXP - June 2018 - 21

A D V E R T O R I A L

The New Rules of Packaging -
There are no Rules
Bill Hodges of Boutwell Owens on the virtue of fitting
square pegs into round holes.
Competing for attention on shelf is an epic battle. But,
contrary to common assumption, the biggest army doesn't
always have the advantage. Think Fairlife, the milk brand
that reinvigorated the category. Hard Candy, the cult
nail polish that's now a top seller at Walmart. Or indie
beers like Yuengling, Founders, and BrewDog Punk. They
all had two things in common - they elbowed their way
into a crowded marketplace, and their packaging engaged
consumers and converted facination into sales. Getting
noticed is a first step - being unique to the point where
you provoke the question: "What is this?" Sometimes
it pays to fit a square peg into a round hole.
The war against the robots
Did you ever notice that most packaging looks the
same? In fact, 95% of folding cartons are either a
square or a rectangle. Why is this? The answer is
automation. Big brands need to do this for cost ef-

Pyramid power

ficiency. 80% of the volume in folding cartons exists

Some shapes are inherently appealing to consum-

favorite flavor. The tree has become a delicious way

in the highest volume SKUs, for things like bever-

ers. Pyramids and triangles can present challenges

for consumers to taste test these unique products.

ages, cereal, frozen foods and pharmaceuticals.

to package designers - but are worth the extra

It also serves as a great gift idea.

But if you're trying to break through with a new

effort. The appeal of pyramids and triangles goes

concept, you don't want to be a square or a rect-

back to ancient Egypt and even the Masons. A

angle; you want to be a high-end purse, a rocket

pyramid can take on a mystical quality; just look at

 Break the paradigm that is driven by
volume players

ship or a skyscraper. You want to counter robotic

the dollar bill!

Use visual embellishments and shapes to differen-

thinking with imagination.

We recently partnered with Stonewall Kitchen,

tiate your brand. If your product has the potential

makers of specialty jams, condiments and spon-

for gifting, make sure your package design is

Survival of the coolest

sors of a one-of-a-kind cooking school. They were

worthy of re-gifting. Once you've developed a truly

80% of challenger brands are fighting for survival.

seeking help with packaging for the holidays -

creative structural look, you can progress to dec-

In fact, they account for the majority of launch fail-

assorted jams and jellies that could be bundled

orating and even embed promotional QR codes.

ures. These products sometimes put the entrepre-

into a Christmas tree-shaped package. This was

But structure always comes first, especially when

neur's entire life savings at risk. In many cases, they

a challenge to create, but now it is merchandised

launching a new concept.

are orphans. But with digital printing and cutting,

widely. The structural platform has gained so

the options for unusual shapes have expanded.

much in popularity, it is now a cornerstone of

your advertising budget and pump it into pack-

This brings new hope and opportunity for startups,

their marketing strategy. People who buy the tree

aging to get your product noticed. Consider it a

low volume and multiple SKU lines.

package typically purchase a larger jar of their

trade-off for an increase in sales conversion.

Remember, you can always pull money out of

To learn more about
Boutwell Owens is one of the premier, independent North American designers and
manufacturers of printed paperboard packaging solutions. As VP of sales and marketing,
Bill Hodges is a leading voice on the evolution of packaging as a marketing channel.

adventures in shape, visit
www.boutwellowens.com


http://www.boutwellowens.com

Table of Contents for the Digital Edition of BXP - June 2018

BXP - June 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Fresh Approach
Buzz-Worthy Health Care Innovation
Itching the Impulse
The Debate: Socially Conscious Marketing & Eco-Conscious Design
Brand Leaders & Rising Stars Retrospective
The Toolbox: Transparent & Glass Packaging
Ad Index
The List
BXP - June 2018 - Intro
BXP - June 2018 - BB1
BXP - June 2018 - BB2
BXP - June 2018 - BXP - June 2018
BXP - June 2018 - Cover2
BXP - June 2018 - 1
BXP - June 2018 - Contents
BXP - June 2018 - 3
BXP - June 2018 - 4
BXP - June 2018 - 5
BXP - June 2018 - Editor’s Letter
BXP - June 2018 - 7
BXP - June 2018 - The Scene
BXP - June 2018 - 9
BXP - June 2018 - Chief Experience Officer Series: Fresh Approach
BXP - June 2018 - 11
BXP - June 2018 - 12
BXP - June 2018 - 13
BXP - June 2018 - 14
BXP - June 2018 - 15
BXP - June 2018 - 16
BXP - June 2018 - 17
BXP - June 2018 - Buzz-Worthy Health Care Innovation
BXP - June 2018 - 19
BXP - June 2018 - 20
BXP - June 2018 - 21
BXP - June 2018 - 22
BXP - June 2018 - 23
BXP - June 2018 - Itching the Impulse
BXP - June 2018 - 25
BXP - June 2018 - 26
BXP - June 2018 - 27
BXP - June 2018 - The Debate: Socially Conscious Marketing & Eco-Conscious Design
BXP - June 2018 - 29
BXP - June 2018 - 30
BXP - June 2018 - 31
BXP - June 2018 - 32
BXP - June 2018 - 33
BXP - June 2018 - Brand Leaders & Rising Stars Retrospective
BXP - June 2018 - 35
BXP - June 2018 - 36
BXP - June 2018 - The Toolbox: Transparent & Glass Packaging
BXP - June 2018 - 38
BXP - June 2018 - 39
BXP - June 2018 - 40
BXP - June 2018 - 41
BXP - June 2018 - 42
BXP - June 2018 - Ad Index
BXP - June 2018 - The List
BXP - June 2018 - Cover3
BXP - June 2018 - Cover4
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