Again, you say? Yes. As some of you may remember I was similarly moved by some fast food packaging that I had to photograph and blog about pre-trash last year. Anyhow, I love this Pizza Hut box because they took advantage of their packaging to touch on a unique product need. “Dinner now. Breakfast tomorrow.” Those four simple words sum up the added value of ordering pizza. Some clever copywriter took a personal moment of product interaction – not just the key customer need of satisfying immediate hunger – and found a way to market to it. Those sentences remind us why we have twice as much pizza delivered as we need.
The Point? Embrace and find a way to market to an atypical use for your product. I say embrace because I remember the story about the Preparation H marketing exec on the ski slope that begrudgingly admitted that a number of their customers (the skiing exec included) used the product as an exceptional cold weather lip balm. Now what if they found a way to embrace that need and market to it. And finally, remember that it’s not just a box, or a sack, or an invoice. It’s a piece of advertising that will be laying around your customer’s home or office. Make the most of your packaging or I’ll be forced to take more pictures of my trash!