The article emphasizes the strategic importance of packaging in branding and consumer engagement. It illustrates how Cadbury's Make to Share campaign effectively uses wrapper designs to encourage sharing chocolate, promoting the idea of generosity and recognition of everyday heroes. The discussion also references Coca-Cola's Share a Coke campaign, which personalizes the product by replacing the logo with names, creating a meaningful connection with consumers. Overall, the piece encourages businesses to see packaging as an opportunity to reinforce brand values and foster emotional connections with customers.
Cadbury's packaging creatively encourages sharing, subtly rewarding thoughtful actions with larger chocolate pieces, simultaneously reinforcing brand values of generosity and celebration.
Coca-Cola's Share a Coke campaign highlighted personal connection by using individual names, transforming an ordinary beverage into a personal experience and engaging consumers effectively.
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