Crossing the CPG packaging minefield
It’s a formidable challenge for every CPG marketer. How to make sure a change in packaging design achieves the desired outcome, and dovetails with the objectives of brand strategy. The challenge becomes more complex when we consider that packaging is often something the consumer perceives to be a core feature of the product. When should packaging change, and why? At Procter & Gamble, a mastery of packaging stretches back to 1837.
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