Beverage manufacturers elevate the drinking experience with packaging updates
Implications - Beverage manufacturers are turning to unique packaging and distribution methods to satiate the experience-driven consumer. In addition to providing a visual draw, many brands are also offering an experiential element to packaging by including tactile features, such as temperature sensitivity, that make the act of drinking more memorable.
Workshop Question - What is the smallest, most subtle change you could make to your product to provide a more memorable experience?
Trend Themes
1. Temperature-sensitive Packaging - Brands are incorporating temperature-sensitive ink that changes color or pattern when chilled, opening opportunities for experiential marketing and enhancing the appeal of their products.
2. Innovative Can Features - Beverage brands are adding features to their cans, such as built-in straws or segmented compartments with dry ingredients, disrupting traditional packaging and enhancing convenience for consumers.
3. Transformative Can Designs - The use of thermochromic effects on the can or label, allowing the packaging to change color or reveal hidden designs based on temperature, offers a new level of interactivity and engagement with the product.
Industry Implications
1. Packaging Industry - Packaging companies can leverage their expertise to develop and manufacture innovative packaging features, such as built-in straws or segmented compartments, that cater to the evolving demands of consumer markets.
2. Consumer Goods Industry - Consumer goods companies can tap into the trend of temperature-sensitive and transformative packaging to enhance the experiential element of their products and appeal to consumers seeking novel and engaging product experiences.
3. Marketing Industry - Marketing professionals can leverage the unique features of innovative packaging designs to develop campaigns and activations that offer experiential and interactive opportunities to engage with consumers.
