Some brands are known almost as much for the packaging as for the product itself. Think of the familiar Heinz Ketchup bottle, Tiffany’s robin’s egg blue box, the shape and feel of a Dom Pérignon glass bottle. These iconic packages reassure the consumer of quality and tradition, and changing a winning formula can be a risky proposition. Conversely, every brand feels a powerful push to update to packaging that reflects its forward progress and innovation while maximizing efficiency and minimizing the footprint.
When Tropicana debuted its “new and improved” packaging last year, for example, the apparent goal was to update the box to fit the age of iPods. There was widespread consumer confusion. The $35 million redesign was so different that customers couldn’t find Tropicana on the shelf anymore. They missed the familiar orange-with-a-straw picture. The ‘crazy genius’ of brand guru Peter Arnell, the man behind the move, now seems, well, just ‘crazy.’ One blogger called Arnell “the Bernie Madoff of brands,” while others evoked the 1985 New Coke disaster. Less than a month later, Tropicana announced it would revert to the old packaging.
But Tropicana’s packaging ‘misadventure’ had been an effort to modernize the brand’s aesthetic. What about when a brand is trying to modernize its efficiency and environmental impact? Heinz literally turned its packaging tradition upside down, changing from its iconic glass bottle after more than a hundred years. The ketchup maker’s Top-Down™ and Fridge Door Fit™ bottles have won awards for packaging innovation and rave reviews from consumers. According to Heinz, the packaging’s lighter weight “reduces the overall weight to transport them, saving fuel and improving efficiency,” reflecting the company’s concern for it’s “impact on the environment.”
We spotted this piece by Liz Alderman in yesterday’s NY Times about the Champagne industry’s “drive to cut the 200,000 metric tons of carbon dioxide it emits every year transporting billions of tiny bubbles around the world. Packaging accounts for nearly a third of Champagne’s carbon emissions, with the hefty bottle the biggest offender.” But the industry must balance its mandate to lower its environmental impact with its ”the luxurious image and ritualistic traditions of Champagne.”

As Alderman explains, that luxury and tradition has “been symbolized for centuries by the bottle, ever since Dom Pérignon, a Benedictine monk, thickened the glass in the mid-1600s to contain what was often referred to as “the devil’s wine” because its vessels exploded so often. Over time, the bottle was recalibrated until 900 grams, or about two pounds, became the standard weight in the early 1970s.”
Alderman writes,
Designing a new bottle was no small feat. The container still had to withstand Champagne’s extreme pressure. It would also need to survive the four-year obstacle course from the factory floor to the cellars to the dining table, and fit in existing machinery at all Champagne houses. And it had to be molded so that consumers would barely detect the difference in the bottle’s classic shape.
Alderman suggests progress is being made. The director of St Gobain, the factory where most Champagne bottles are made, claims “using less glass lowered the carbon emissions necessary to make each bottle by 7 percent, and allowed about 2,400 more to be placed inside delivery trucks, reducing the number of trucks on the road.”
As brands heed to the call- from within the industry and from consumers- to be “new & improved,” big questions loom large. Can a brand’s packaging evoke ‘luxury’ and ‘green?’ Can ‘tradition’ survive ‘forward-thinking?’ The ones that do it right will save money, strengthen their traditions and, if we’re lucky, help in saving the planet.
[Source: NY Times]
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