Packaging Evolution as Innovation 

In today’s market with increased competition for attention (at the distributor and retailer level, as well as with consumers), innovation is important for brands to stay top of mind. But the challenge of stagnant shelf space and new categories, it’s not as simple as launching another expression.  

So where do you turn when innovation has to get – innovative? 

Packaging Evolution as Innovation 

Packaging is the first touchpoint for your consumer at retail, as well as the first chance to stand out and tell your story. Brands grow over time, and whether you started with a stock bottle or simply have expanded your brand story and SKUs, it may be time for an evolution in packaging. Refreshing your brand’s packaging can bring a renewed sense of attention and can be leveraged to gain attention during a specific period with both distributors and retailers. Asking for careful feedback from a few trusted industry partners can help increase engagement and give others a reason to feel invested in your brand.  

Evolving your packaging doesn’t require a full rebrand or relaunch. Consider Coca-Cola as an example. They have continued to innovate packaging to stay relevant while maintaining key brand elements.  
 
(source: https://diginsights.com/resources/top-packaging-design-examples/)  

Adding Value with VAPs 

Value Added Packaging (VAPs) are a staple in the spirits industry when it comes to holiday promotions, and is a great way to increase attention and awareness of your current SKUs while telling your brand story.  

Consider ditching your standard glassware VAP in favor of a different premium – like a juicer or bar towel – that might stand out to your brand’s target audience. In the day and age of personalization, having an item that feels like it’s just for your audience speaks volumes. 

And don’t just think about VAPs for the winter holidays. For example – an Irish whiskey could capitalize on St. Patrick’s Day as an occasion, or a Tequila brand may want to consider a VAP with a juicer ahead of Cinco de Mayo. Generally, VAPs take a year or more from concept to shelf, so now’s the time to start thinking about next year!  

Innovating Packaging for Brand Occasions 

Think not just about who your brand’s products are for, but how they’re consuming them. 

For a high-end whiskey, considering a smaller package size that can encourage trial or a multi pack to introduce your customers to other existing expressions may help drive new consumers to your brand. Outside of retail, producing a 1L bottle for the on premise can help improve distribution opportunities that will help your brand get seen on menus.  

Each brand is different, and the opportunities to meet your target audience where they’re at is the way to provide positive experiences that lead to brand loyalty and answer the age-old question from retailers and distributors: “what’s new?”  

Interested in exploring new opportunities and innovation for your brand? Spearhead Global is here to help. We don’t just make recommendations, we work to understand the unique challenges your brand is facing and how we can reimagine your packaging to address them. Learn more about our design process, and fill out the form below to get started!