Making the product work

Posted by Steve on Apr 17th 2013 in: American Packaging, Coffee, Tea & Hot drinks, Packaging around the world

Starbucks Shelf with Tazo Tea

Why would you bother showing the product on a pack when it looks just like everyone else’s? Surely it’s the brand people are interested in? Yes and No. Consumer needs are met by products and categories, the brand’s job is to suggest it provides the best solution, by telling the best story.

The product can help if you let it join in, as these new Tazo packs show in both retail and out of home channels. Given a white canvas to stand out against colourful clutter, the ingredient list is presented in artful form, speaking to those whose good taste stretches beyond the flavour of the tea. You know, the people with tidy desks who are always finishing their to-do lists!