Wednesday, March 16, 2016

Brands Are Making Packages the Media of the Future

What are consumer packaged-goods marketers doing to fight back against consumer ad-avoidance trends? As reported by Jack Neff in AdAge, they’ve have been making packages more of a priority. The new generation of such “smart packages” or “connected packages.” includes McDonald's recent Happy Meal boxes in Sweden that convert into virtual reality headsets for kids to view videos.

This is one of the trends for 2016 that I mentioned in my recent “Been There, Done That” podcast session (look for episode #37).

Some capabilities that might ultimately be incorporated into smart packages are already being embedded into products. Clorox Co., for example, last week launched a Brita Infinity water pitcher that as its filters are used up can automatically reorder them through Amazon's Dash program. And Church & Dwight Co.'s First Response recently announced a pregnancy test that sends results to a smartphone app that also encompasses a pregnancy education and relationship program.

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