Jul 26

Go “mini”!

Posted by Packaging Sense in Trends | Uncategorized

I grew up on a farm on the west coast of Sweden and my father who was an agronomist used to say: you can eat and drink a little of everything and you’ll be fine. How right he was! He even said a little bit of dirt won’t harm you, it will produce antibodies! That is why small packs are so interesting!

Back in my head, I always hear his words about “a little” and I think that it is only now we, in the western world, have understood that we have to consume less. Thus the present trend for mini packages.

I love Coca-Cola and used to drink the 330ml can a bit too often, but nowadays, I realise that I’m perfectly happy with a small 150ml can, turning to water for bigger thirsts.

As I can see, I’m not the only one who prefers small portions, as the industry seems to take this consumer group seriously, offering a lot of single serve packs.

A couple of years ago, I was quoted in an article where I said “we don’t need less, we need more packaging” for which I was criticized, but I think time has proven I was right. When I said “more”, I obviously thought of small, good packages, from a material, ergonomic and communication point of view. Not more bad packages!

Here are my advice when you develop smaller units which, in most cases, are sold as multi packs:

1. The smaller the pack, the bigger the brand.

2. You have to be ruthless when it comes to the quantity of information and move to the back (or the sides) information of lesser value to the consumer.
3. In my opinion, the addition of the word “mini” is  questionable, unless it has a positive connotation as for instance less calories. The consumer sees that it is a smaller version!

4. When designing the multi pack, forget the (total) net weight and concentrate on the number of small units.

5. Try to develop an RTB for this smaller size pack, as the word “mini” says nothing about the product. A well understood message would be: “Big taste, but fewer calories” or “Fits your pocket and your stomach”.
6. Avoid a too elaborate product denomination and just have the above RTB.
7. Design a special and unique multi pack and, if possible, with a secondary use as the Mars tray that turns into a serving plate.

8. Find a good balance between making your multi pack as small as possible (less material, more ecological, etc.) and looking as big as possible to be seen on the shelf.

9. Never ever design the small version looking different from the original pack!

10.  Try to sell this smaller version through other distribution channels!

LW/July 2016

You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Leave a Reply

Packaging Sense by  wordpress themes