Cling film isn’t a purchase you make that often.

It’s sort of fallen out of favour from his Hay-Day in the 80s when it wrapped most items in your fridge, or someone on a stag night.

Part of that could be to do with consumers looking for more sustainable, eco-friendly options, so if you are one of the leading brands you have a lot of hard work to do to stand out against the own brand competition.

I stood at the fixture for a couple of minutes watching people peruse some of the items and nobody went near this brand, in fact, in every instance people picked up the own brand equivalent.

One of the main reasons here may be down to cost so it’s imperative that brands showcase a clear ‘added value’, whether that is an easy cut system or that it is made from recycled materials.

The difficulty comes when both of these factors are relevant as in Bacofoils case. If a clear pack architecture is not established to hold all of this information, then what tends to happen is a bit of a jumbled mess, with all items competing for attention.

It’s much better to focus on one clear lead point of difference, with the other secondary. Also, ensure that the brand logo is as big as plainly possible so that you see it as you’re approaching the fixture.

This is especially important as many of the multiples now put the own brand products in line of sight with some of the bigger brands lower down.

If you want to make some noise on shelf then creating an easy to navigate pack architecture is incredibly important. Lead with the brand logo first and ensure your benefits follow.

#BrandDesign, #PackagingDesign, #Packaging, #Marketing #plebchain #grownostr #coffeechain