With crisp mornings becoming more regular here in New York, talk in the office has turned to cold weather comforts. That’s when I learned about the latest offering for Keurig coffee makers – Campbell soup pods! This is a neat idea (given the popularity of the coffee brewing system) and it’s the perfect real life example of how a brand is turning to packaging innovation to spur growth. In the media push around the announcement, Campbell’s is positioning the soup pods as a snacking occasion.
Here at BuzzBack we are increasingly seeing brands engage in research to uncover ways that packaging or product delivery might increase purchase, and like Campbell's, create new triggers for consumption. Our creative visual and projective techniques have helped other brands uncover unmet needs in current behavior (some of which packaging can solve). Consumers are also able to illustrate the current product experience revealing opportunities to improve the way the product is delivered, stored, transported, and even thrown away. We've worked on bulk packs, minis, baby/toddler foods, and resealable (ever wondered where to store that giant pack from Costco?).
What might consumers tell you about where packaging or other unconsidered opportunities could take your brand next? I'd say the Soup Nazi might be getting nervous!
