the role of packaging in promotion

3.3 The Marketing Mix – Promotion Methods

3.3.4 Promotion Objectives and the Role of Packaging

Packaging is often called the “silent salesman”. In the Cambridge Business (9609) syllabus it is regarded as a cross‑cutting promotional tool that can help achieve every promotion objective while also supporting the other elements of the promotion mix.

• Build awareness
• Stimulate trial
• Encourage repeat purchase
• Enhance brand image
• Differentiation
• Justify price premiums

3.3.5 Promotion Methods (Advertising, Sales Promotion, Direct, Digital, Public Relations, Personal Selling)

Advertising

• Objectives: raise awareness, create desire, reinforce brand image.
• Packaging’s role: provides visual cues (logo, colour palette, tagline) that appear consistently in TV, print, outdoor and online ads.
• Example: Pepsi “Blue Bottle” campaign – new cobalt‑blue bottle shape launched in the UK (2023) and featured in TV commercials, billboards and Instagram ads, instantly linking the visual to the product on the shelf.
• Evaluation tip: recall of the bottle shape in post‑campaign surveys.

Sales Promotion

• Objectives: stimulate short‑term sales, encourage trial, reward loyalty.
• Packaging uses:
  • Limited‑edition or seasonal graphics (e.g., Halloween‑themed cereal, 2022 US market).
  • Price‑linked packs – “Buy 2 Get 1 Free”, “Family Pack – £5” printed directly on the wrapper.
  • Interactive elements – pull‑tabs, hidden messages, collect‑ible caps (e.g., Coca‑Cola “Share a Coke” caps, 2021 Australia).
• Evaluating effectiveness: sales lift during the promotion period, redemption rate of pack‑linked coupons, consumer recall of the special design.

Direct Promotion

• Objectives: generate a personal response, drive traffic to a specific outlet or website.
• Packaging link: QR codes, NFC tags or unique promo codes printed on the pack that direct the buyer to a landing page, email sign‑up or exclusive discount.
• Example: Kellogg’s “Snap‑&‑Scan” QR code on UK cereal boxes (2022) that entered shoppers into a prize draw and delivered a 10 % discount coupon by email.
• Evaluation tip: number of scans and conversion rate to sales.

Digital Promotion

• Objectives: increase online engagement, amplify word‑of‑mouth, create shareable content.
• Packaging’s digital role:
  • Visually striking packs become “Instagram‑able” – unboxing videos, flat‑lay photos.
  • Hashtags or AR (augmented reality) triggers printed on the pack encourage user‑generated content.
  • Influencer collaborations showcase the packaging in online posts, extending reach.
• Example: Glossier pink box with the hashtag #GlossierPink (global launch 2021); customers post photos, creating organic social buzz that reinforces the brand’s digital campaign.

Public Relations (PR)

• Objectives: build goodwill, manage reputation, generate free media coverage.
• Packaging contribution: eco‑friendly materials, charitable messages or cause‑related designs can attract press attention and improve corporate image.
• Example: “Sea‑Change” shampoo campaign – 100 % recycled bottles introduced in the EU (2020) generated widespread media stories about sustainability.
• Evaluation tip: number of media mentions and sentiment analysis.

Personal Selling

• Objectives: persuade the buyer, demonstrate product benefits, handle objections.
• Packaging as a selling aid: sales staff can highlight unique opening mechanisms, resealable features or premium finishes as proof of quality.
• Example: B2B food‑service supplier (UK, 2021) uses transparent packaging windows to show product freshness while the sales rep explains the protective technology.

3.3.6 Packaging Functions that Support Promotion

3.3.7 Factors to Consider When Designing Promotional Packaging

Target‑Market Preferences

• Colour psychology, cultural symbolism, ergonomics, age‑related handling needs.

Regulatory Requirements (expanded)

• Food Information Regulations (UK) / EU Food Information to Consumers (FIC) Regulation: mandatory nutrition declaration, allergen information, “best before” dates, and restrictions on health claims.
• Cosmetic Products Regulation (EU) 1223/2009: ingredient list, safety warnings, and limits on “organic” or “natural” claims.
• Toy Safety Directive (2009/48/EC): age‑appropriate warnings, choking‑hazard symbols, and CE marking.
• General Product Safety Regulations (UK): packaging must not present a risk to health or safety.
• Environmental Claims: any “recyclable”, “biodegradable” or “carbon‑neutral” statements must be substantiated under the UK Consumer Protection from Unfair Trading Regulations.
• All promotional claims on packaging must be truthful, not misleading, and supported by evidence.

Cost Implications

• Balance between premium aesthetics (e.g., embossing, metallic foil) and price competitiveness.
• Economies of scale – larger runs reduce unit cost but may limit customization.

Environmental Impact

• Recyclable, biodegradable or reusable materials enhance brand image and can be a PR hook.
• Life‑cycle assessment data can be used in marketing communications.

Shelf‑Space Constraints

• Dimensions must fit retail planograms and allow for effective facings.
• Vertical vs. horizontal orientation influences eye‑level visibility.

Brand Consistency

• Fonts, logo placement, colour palette and tone of voice must match other promotional media.

3.3.8 Linking Packaging to Price Perception

Packaging design directly influences how consumers perceive price:

• Premium materials (matte finishes, glass, metal): signal higher quality and justify a higher price point (e.g., Dyson vacuum packaging, 2022 UK launch).
• Price‑linked packs: “Family Pack – £5” or “6‑for‑£4” printed on the pack act as a sales‑promotion tool that encourages bulk buying while communicating value.
• Special‑edition or collectible packaging: limited‑run designs create scarcity, allowing firms to charge a premium (e.g., Ben & Jerry’s “Cherry Garcia” limited edition, 2021 US).

3.3.9 When to Use Packaging as a Promotional Tool – Checklist

• Launching a new product or line extension.
• Re‑positioning a brand to a more premium or value segment.
• Communicating a sustainability or social‑responsibility message.
• Running a time‑limited sales promotion (seasonal, holiday, event‑based).
• Targeting impulse‑buy categories (snacks, cosmetics, small electronics).
• Supporting an integrated digital campaign (QR codes, AR triggers).
• Needing to differentiate in a crowded shelf environment.

3.3.10 Real‑World Examples (with date/market context)

• Coca‑Cola contour bottle – 2022 global refresh: iconic shape reinforces brand identity and is featured in TV, outdoor and social media ads.
• Apple white product box – 2021 worldwide launch: minimalist design enhances the premium positioning and is highlighted in unboxing videos.
• Ben & Jerry’s limited‑edition flavours – 2021 US & UK: bright, quirky graphics generate buzz on Instagram and drive trial.
• Dyson V15 vacuum packaging – 2022 UK: high‑gloss finish and clear product window showcase technology, supporting high‑price advertising.
• Heinz “No Sugar Added” ketchup – 2023 UK: bold red label, front‑of‑pack claim and QR code linking to a recipe app blend information, health positioning and digital promotion.
• Patagonia recycled‑polyester jacket bag – 2020 global: printed environmental pledge generates PR coverage and encourages consumer advocacy.

3.3.11 Summary

Packaging is an integral, cross‑cutting element of the promotion mix. By protecting the product, providing persuasive information, differentiating the brand and creating emotional appeal, it directly contributes to the core promotion objectives of awareness, trial, repeat purchase, brand image, differentiation and price justification. Effective packaging works synergistically with advertising, sales promotions, direct and digital marketing, public relations and personal selling, while also meeting practical, regulatory and environmental considerations.