Once a staple in pediatric dentist and doctor’s office lobbies, the “Where’s Waldo” puzzle books challenge readers to locate the fictional Waldo in a variety of scenes that featured dozens of people, objects and even animals. Although today’s beverage shelves might not be as crowded as a “Where’s Waldo” illustration, SKU proliferation has made it more challenging for beverage brands to stand out on grocery shelves. To help combat this problem, beverage-makers are ensuring their label designs draw attention to their portfolio.
“The beverage shelves are saturated with products competing for the same consumers. As a brand’s first impression, the labels and packaging provide an opportunity for differentiation among competitors,” says Kimberly Flynn, marketing project manager at MCC Label, Cincinnati. “At MCC, our customers are choosing materials that complement their graphic design, sustainable goals, and promotional engagement campaigns. Some of the materials we’re using more frequently include specialty inks that react to changing light and temperature, interactive packaging and codes that comes alive with smartphones, and recyclable substrates that pair with the container for a completely sustainable package.”