Packaging: The Push A Product Needs.

Packaging: The Push A Product Needs.

The real goal of marketing any product is to stand out in the marketplace with a unique identity and to stay in a consumer’s brain. Great packaging can achieve that goal. Leaders in the bread and potato chip industries show how packaging super shot them into the stratosphere of their respective markets.

The history of Wonder Bread dates back to May 21, 1921, when Indianapolis’ Taggart Baking Company launched it with much fanfare, advertising and marketing. The Wonder Bread name was inspired by hot air balloons as a Taggart executive was watching an international balloon race and he was struck by of how wonderful the balloons looked. Inspiration hit and he introduced the new product Wonder Bread and with its logo of blue, red and yellow balloons. Great bread, great logo but it wasn’t selling.

In 1925 Continental Baking took Wonder bread national, rolling out sliced bread in the 1930s. Wonder bread was the first sliced bread on the market, so there was no product recognition or coat tails to ride. Sliced bread was a revolutionary marvel of technology when it was introduced but it also was a revolutionary flop for adoption in American households. Sliced bread challenged how every person in America ate bread. Consumers did not embrace pre-sliced bread because they thought that would dry out. How could it not? If one slices an entire loaf at the same time, it’s exposed to air and consequently dries out. It went against conventional wisdom that you only slice bread as you need it. How could Wonder Bread change every American’s mindset? How could Wonder Bread educate and entice people to buy sliced bread? With great packaging of course! Packaging that was designed to preserve the essence of the product while at the same time create an awareness that would attract consumers eyes and wallets. In 1921 Sliced bread was advertised as "the greatest forward step in the baking industry” which led to the popular phrase, "greatest thing since sliced bread". The more accurate phrase would read “greatest thing since packaged sliced bread”.

Packaging can indeed make or break a product’s success. The staff at Ingersoll Paper Box are “Package Marketing Strategists” who provide solutions for product recognition in a crowded market place. We have in-house package structural engineers, graphic designers and dedicated, expert staff committed to quick turnarounds and the highest quality ensuring your packaging reflects your product extending your brand.