The old saying goes that if it ain’t broke, don’t fix it, and that’s not generally a bad motto to work by. If your packaging choices are working well, is there any point in making changes? Maybe, and maybe not.
If you and your clients are happy with your choice of packaging and the way it’s being utilized, then it might be that you’ve already achieved perfection. There is a danger, however, that complacency can set in.
This could put you at risk of missing out on some great opportunities, whether this means that you miss a chance to improve the products you use or reduce the amount you spend out on packaging and shipping costs.
There is also the risk that not changing to more modern methods or products could be construed as a failure to move with the times. Having said that, changes can also cause a stir amongst clients and customers who may actually like what they perceive as a solid, unchanging commitment to a certain way of doing business.
Life is sometimes about taking some well-considered risks, and the area of packaging is no exception, however. Just ask Mondelez, the American owners of iconic British chocolate brand Roses, which has decided to change the wrappers on its sweet treats to tear-off versions – although this is in response to some packaging problems.
All of the chocolates will now be encased in flow wrappers, with the new design hitting stores later this year. Two new shapes of chocolates will also appear even sooner – probably by the end of this month in some shops.
Clare Low, Cadbury’s marketing manager, says that the changes are in response to the most common complaint received in 2014 about Cadbury Roses. This was that badly wrapped chocolates tainted other flavoured chocolates in the packet. Cadbury’s believes that the alterations will help to ensure high standards in each tub, and you’ve got to take your hat off to a company willing to make bold changes to a brand that has been a household name for generations.
It also seems that the tides have turned and most customers now place a higher value on high standards than on keeping the traditional twist wrapping. Yes, there’s going to be the die-hard contingent who will twist their noses instead of wrappers, but there will probably be plenty more who will return to buying Roses, or purchase them for the first time, in the knowledge that they will deliver the expected taste standards.
Could your business benefit from a few packaging changes too?