Great read! It really made me think about how subconsciously my purchases are a reflection of me. Some brands I’m an obvious target for but there are a lot of things I wouldn’t buy because of their packaging. For example I wouldn’t buy Liquid Death because as a 56 year old mom I’d feel ridiculous walking around with that can. I’ve never really thought about that before.
This is one of my favorite topics to talk about! Packaging is everything and you nailed it: - everything is looking the same these days. I think about brightland’s pizza oil replicating graza, and how other companies are pivoting to the squeeze bottle because of the trend.
Absolutely! We have a trendy protein powder/supplement company here (Bucked Up) that has recently started making women supplements called Babe. The Bucked Up products come in black bottles with aggressive neon deer heads and the Babe supplements in happy bottle with pastels. The flavors are called different things, too. I'm fairly certain they make the same flavors for each. Also, I'm partial to Alani Nu because the cans are so cute. Monster and Prime are for men! Too scary. Put it in a purple can with moons and suddenly it's fun! and happy!
If the typical protein powders are alienating women from purchasing, then are more playfully branded protein powders alienating men from purchasing? Thus, do different brands or branding need to exist to tailor to men vs. women? For example, if a competitor of Goodles came out with a similar product with more masculine packaging, would it take away the male purchase from Goodles, as it has brighter, more feminine packaging? I'm not sure the answer, but curious on thoughts here!
A really interesting thought here, Katie! I definitely think that brand/packaging has the power to attract specific audiences, but it's particularly impactful when a product has historically been marketed to a narrow audience. That's what I think is so compelling about the protein powder example: when protein powder has been marketed as "masculine" for so long, a competitor with different branding has the ability to stand out and attract wider audiences.
Great read! It really made me think about how subconsciously my purchases are a reflection of me. Some brands I’m an obvious target for but there are a lot of things I wouldn’t buy because of their packaging. For example I wouldn’t buy Liquid Death because as a 56 year old mom I’d feel ridiculous walking around with that can. I’ve never really thought about that before.
You could totally buy Liquid Death, mom. You're the coolest.
Liquid Death is great! I'm a Millenial Mom and I drink it ...ironically...or that's what I tell myself.
This is one of my favorite topics to talk about! Packaging is everything and you nailed it: - everything is looking the same these days. I think about brightland’s pizza oil replicating graza, and how other companies are pivoting to the squeeze bottle because of the trend.
Omg totally, squeeze bottles are such a great example of the convergence of packaging trends!
loved this! some markets now feel like walking thru a candy store with all of the branded packaging...
Right?! I love grocery shopping 🥰
Absolutely! We have a trendy protein powder/supplement company here (Bucked Up) that has recently started making women supplements called Babe. The Bucked Up products come in black bottles with aggressive neon deer heads and the Babe supplements in happy bottle with pastels. The flavors are called different things, too. I'm fairly certain they make the same flavors for each. Also, I'm partial to Alani Nu because the cans are so cute. Monster and Prime are for men! Too scary. Put it in a purple can with moons and suddenly it's fun! and happy!
If the typical protein powders are alienating women from purchasing, then are more playfully branded protein powders alienating men from purchasing? Thus, do different brands or branding need to exist to tailor to men vs. women? For example, if a competitor of Goodles came out with a similar product with more masculine packaging, would it take away the male purchase from Goodles, as it has brighter, more feminine packaging? I'm not sure the answer, but curious on thoughts here!
A really interesting thought here, Katie! I definitely think that brand/packaging has the power to attract specific audiences, but it's particularly impactful when a product has historically been marketed to a narrow audience. That's what I think is so compelling about the protein powder example: when protein powder has been marketed as "masculine" for so long, a competitor with different branding has the ability to stand out and attract wider audiences.
Have you been to Pop Up Grocers? It is a CPG heaven? hell? Depends on your perspective.