Taking a page from Keebler, Nabisco has redesigned its Chips Ahoy! cookie packaging to increase consumption and speed repurchases. The packages have a resealable-lift-here-flap thingy that eliminates the past barrier to eating the entire package — you know, the fact that the cookies formerly came in two wrapped sheaths. Even a glutton who burned his way through cookie sheath A would stop and think, nah, better open the second one tomorrow.
But now, that barrier is gone! The packaging hints of the Keebler clear plastic trays that buckle when you try to push them back in, tempting you to eat more. The takeaway for your own marketing — how can you encourage your own customers to repurchase more quickly, while making it seem like a benefit?
(The fruit on our table also has easy-open packaging, but for some reason, nature’s marketing just isn’t as compelling.)
The photo above presents one of the most amazing packaging achievements in the history of marketing. It’s the “Keebler cookie upsell moment.”
You know. You pull the cookie tray out to get just one cookie, and then … you can’t jam the plastic tray back into the outer sheath. The clear plastic tray starts to buckle, the cookies bulge out. Yep. Forced to eat an ENTIRE row.
Which reminds us that most marketers fail to structure their own upsell moments. Every time a customer uses your product, you have an opportunity to get them to use more. We recently spoke with a gift company and suggested they send direct mail to new customers about two weeks after receiving the gift by mail, when the customer was still high on the product experience. Would everyone buy more? No. But the response rates should be double that of people who never tried the product.
So thank you, Keebler, for the inspiration. We’re sure this little package moment accelerates the repurchase pattern and drives up your revenue and profits. Now will someone please stop us.
Mars Snackfood U.S. has a new look for M&M’s, targeting women specifically. Which makes us wonder — why don’t more products talk to their customers’ needs, and not just product features?
Here’s why Mars is brilliant.
1. Women love chocolate. The green M&M’s packaging reflects the whimsy of craving right back at the target audience. It looks feminine and fun.
2. Most candy packaging is an ugly commodity. Look at the gas station register and you’ll see a sea of Hershey brown and orange. Green pops out of the clutter.
3. Ah, urban legend. Since the 1970s, word has circulated that the little green candies give your love engine extra juice. We can’t say this is true, but we’re tempted to give chocolate a try. You can just see Mars hoping the urban legend goes viral.
4. Most candy messaging is about the product inside — more chocolate, nuts, whatever. The image of Ms. Green, the little green M&M, talks about the customer. She has luscious lips, big eyelashes, but hey, she’s round. Anyone will feel svelte compared to her curves. Which offsets the guilt at popping more chocolate. Little Ms. Green is our craving for chocolate and sex personified.
Mars, nicely done. We hear your green chocolates with sex will be on display through Valentine’s Day. Please consider an extension.