YouR pack, your Model in advertising

Yes indeed, packaging has played a significant role as a model in so many successful Advertising campaigns and will continue to do so. A terrific camera shot of the pack ,with the product showing could work wonders for a Brand as very often the consumers feel reassured and indeed look forward to seeing the similarity between the advertising and what is on the shelf.

Your pack can be your model and the hero in your campaign and to several advantages. The first and perhaps the biggest advantage is the linking of the Brand personality with the Packaging and thus establishing easy connect with the consumer. The next one being the building up of curiosity and desire. By using the pack as the hero , we are building upon the consumer psychology of wanting to try what looks good and what is being talked about.

The challenge here is to how to make the pack look appealing in the print media and yet capture the look and feel of the real life product. If the Print media is over the top, it may create a different level of expectation and could be detrimental to the brand.

The other aspect is that we need to ensure that the Packaging captures the essence of the Brand personality and that comes out clearly in the campaign.

Some Brands have used it beautifully as a means of an ongoing consumer dialogue and showing how well the Brand can integrate with a wide variety of consumers and continue to be in times.

The question remains asto when one should decide to use packaging as the hero, or what leads one to consider this option. There are no clear answers, but one would assume in all those cases where the packaging is adding significantly to the Brand imagery or where seeing the pack and the product will influence the buying behaviour, one could take this route. Infact this option is available always, for all product categories, one has to try it to realise the advantages.