Packaging. It’s what first draws the eye to a product, and I have to confess there are times when I’ve bought a product simply because the package was intriguing. This was true of the wine we recently ordered at a Vietnamese restaurant.
Let me say the wine was… well, it was wine. (Note to my friend Akbar: Don’t bother.) But the packaging was intriguing because this is the first time I’ve seen wine sold in a single-serve plastic “wine-glass” and sealed with a foil that you peel off. They have a basic selection of the most popular wines: Merlot, cabernet, chardonnay, pinot grigio, riesling, and a white zinfandel (which is, of course, pink). It’s a clever idea. They’re trying for easy and hip. It’s positioned opposite beer-cans, perfect for a picnic where you don’t want to carry wine-glasses. Throw a few of these into the hamper, and you’re good to go. It’s not the cheapest wine going – for that, you’d probably want the Two-buck Chuck from Trader Joe’s (which is actually quite drinkable). But the packaging is unique. Thus far.
At an Indian grocery store, I picked up a completely different product: Godrej Shaving Round. It looked like the packaging hadn’t changed in 50 years. If that’s true, it makes a lot of sense; since it’s an extremely low-price product, some of the consumers in India would be older and illiterate. Having an easily recognized package would be an advantage. (It cost 99 cents in Sunnyvale; it’s a fraction of that in Mumbai.) Besides looking old-fashioned, it also looks cheap, advertising again that it’s not a fancy expensive shaving soap. And the packaging probably is cheap, so despite the small pack size, it doesn’t add much to the product cost.
This picture doesn’t do it justice. It just looked elegant, getting the full value of the material. It had a matt finish with a luster. (It actually looks much better with the cap on, but I didn’t get that picture.) It’s smaller than most pack sizes available for Coke, which enhanced the effect. Kudos for a great design, Coke!