(This is a repost from the original back in January. Dan Blanchette is on vacation.)
Why does a company introduce a new package for a seemingly ordinary line? Can’t they use an existing brand and indicate that it‘s new?
Well, yes (sorry) they could. But it wouldn’t have the impact that a brand new line would. Remember, good design has impact. And in packaging, impact is almost everything. Without it, a package will die on the store shelf.
And there‘s nothing like a brand new package for a brand new line in a food company‘s pantheon of products. They can make it whatever they want to be: new graphics, new photography, new colors, new copy, new name. They can make the PDP, the primary display panel, anything they want. In this case, that front of the can, it can be anything they need it to be, that endangered 40% of the label.
Campbell‘s new line of soups has a catchy name. Well Yes, of course, refers to “wellness”, one of those words I feel is kind of dumb, like “tiredness”. But no matter. It works here, and the semi-freeform design of the name works, also. Especially sitting as it does on the label. And the flavor SKU sits right below it, and the photo of the main ingredients sits right below that. 1, 2, 3. Easy and direct.
And this new label treats the consumer like he/she has a brain: there’s no “beauty” shot of a bowl of soup on the front. Don’t need it. Everyone knows what a bowl of soup looks like. It’s the ingredients that count. And the label has plenty of areas denoting what the health information is, mostly in a large and easy-to-read panel on the back.
They have fourteen SKUs in this new line (so far), all without artificial colors or flavors. Campbell’s says each has “purposeful” ingredients. And that, of course, is in line with the relatively recent wave of consumer-minded things like “organic” and “non-GMO” tags you see on food packaging. But in this new line, not all are non-GMO ad none are organic. Some are delineated as vegetarian or vegan, according to their ingredients. If you’re looking for protein or fiber, they have those, too.
So it’s new. And it’s different (part of what Campbell’s calls the Sage Project). And Campbell’s knows that if it’s new and has that impact they need, consumers will see it, pick it up, and read the label. And because the design is friendly and informative, and having all those friendly ingredients pictured right there, people will buy it. Yes, partly because it’s Campbell’s—a name we trust. But the design really carries it.
And the large “Yes!” in the name is instantly inviting. It has an intrinsic, positive vibe. Everything in the design (and ingredients) is positive. It’s no wonder that Campbell’s decided it had to be a new line. It was such a fun thing to do.