In the age of participation trophies, effort is usually enough to make kids feel like winners. Unfortunately, young beverage brands aren’t afforded this luxury. For consumer packaged goods (CPG) brands, if they’re not growing, they’re not “winning.” According to a new e-report by Affinnova, a product’s success or failure in the market has a lot to do with its package design.
The global marketing technology company called out studies by MeadWestvaco Corp., which stated that 64 percent of shoppers try a new product because the packaging catches their eye; 41 percent of shoppers make repeat purchases because of a product’s packaging; and 36 percent of purchase decisions are driven by packaging, which is more than TV advertising, digital advertising or peer recommendations. It also reported that advertising now drives only 8 percent of in-store grocery purchases, according to a CPGmatters e-zine article.