Packaging that builds brand engagement.
There in your grocer’s or convenience store’s cold box, thrown in among the various energy drinks, infused waters and the like, you’ll find Glaceau’s VitaminWater. At first blush, it doesn’t seem that different than the other specialty waters. The bottle looks similar, the colors of the beverages are common, and the label has an almost-too-simple look to it: black and white with lots of type and no other graphics other than the logo, the nutrition facts chart and the bar code.
Upon closer inspection, however, you’ll discover that VitaminWater is different, at least in personality. Right there, in black and white type, rather than the typical “back label copy,” you’ll find a narrative relating to the beverage, and they differ bottle to bottle. I’ll quote one from a bottle of their XXX acai-blueberry-pomegranate:
“c’mon get your mind out the gutter. we only named this drink xxx because it has the power of triple antioxidants to help keep you healthy and fight free radicals. so in case you’re wondering, this does not cost $1.99/minute or contain explicit adult content or anything considered ‘uncensored.’ it has not ‘gone wild!!!’ during spring break, nor will clips of it be passed around the internet like a certain hotel heiress. and it has never been seen live or nude, but it is definitely au naturel.”
Wow. There in 8-point type, VitaminWater has found a way to express a personality, differentiate itself from its competitors, and build a community (not to mention getting across some “sell-y” info).
The simply elegant thing about this example is that every product needs to have packaging and have a label. VitaminWater found a way to turn it into a unique form of audience engagement, and use it as a vehicle to forward its Brand Vision. Bravo!
Posted by Mickey
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