Earth Hour is scheduled for once a year, but this General Electric marketing scheme keeps energy conservation in the conversation for the other 364 days. GE CFL Lightbulb packaging is one method by which the company can communicate to its consumers, reminding them that using efficient illuminators will make a difference to issues like Global Warming.
This is accomplished first of all with the establishment of a chic brand identity. Chul Lee gave these light globe boxes a contemporary cutout design in the cardboard, accompanied by textured black printing and neon green ink used inside. Straight away, shoppers would become interested in this product. GE CFL Lightbulb packaging then fulfills its second and main task with an Earth Hour information blurb on one side of the carton.
Activist Illuminator Branding
GE CFL Lightbulb Packaging Encourages Energy Conservation
Trend Themes
1. Eco-friendly Packaging - Creating environmentally sustainable packaging that is visually appealing is becoming more important for brands to communicate their values and encourage consumers to make more conscious choices.
2. Activist Branding - Brands are using their packaging as a platform to communicate their values, especially those related to social and environmental issues, to engage with consumers on a deeper level.
3. Energy Conservation Reminder - Through creative packaging design and messaging, companies can continue to remind consumers of the importance of energy conservation even outside of designated events like Earth Hour.
Industry Implications
1. Lighting Industry - The lighting industry can benefit from incorporating more eco-friendly and visually appealing packaging designs to distinguish their products and values from competitors.
2. Consumer Goods Industry - Consumer goods companies can follow GE's example and use their packaging as a platform to communicate their values related to social and environmental issues, which can lead to stronger brand-consumer connections and increased revenues.
3. Marketing Industry - Marketing agencies can assist companies in developing creative packaging designs and messaging that captures consumers' attention and communicates brand values related to environmental sustainability and social responsibility.