Packvertising

Packaging has a great communicational power. It is the unique marketing material that every shopper will look at. And we can use this power to communicate brand attributes: brand advertising on the pack is what is called packvertising.

 

Packvertising, a concept that is both intriguing and powerful, is the use of packaging as an advertising medium.

And packaging is not merely the outfit with which a product is presented to the public. Packaging is the most effective marketing and advertising tool for influencing consumers decision.  In fact, packaging frequently serves as both the first and last point of contact with customers, making it an essential component of the marketing mix.

And by turning the packaging itself into an advertising media, we can tell the brand story to every shopper looking for a product where our brand is.

In this Pepsi limited edition design, we created the packaging design around the "I Love My Pepsi Light" concept

Imaginity, Services, Packvertising, Pepsi Light
Imaginity, Services, Packvertising, Pepsi Kick

 

Packvertising builds on the concept of the product packaging as the Silent Salesman. It sits alone on the shelf, visually talking to prospective customers. And there, next to your competitors, your product is displaying the last messages in the key moment of truth where the purchase is decided.

It is a way to tell your brand story to every customer interacting with your product. And this is much more than any other advertising media can deliver. 

In this Pepsi project, we created a collectible edition of NFL Pepsi packaging that reinforced the brand association with the National Football League and the Super Bowl.

 

While starting with a clear communication concept is key while working on packaging design, it is even more necessary when creating a packvertising brief. 

In this Gatorade project, we maximized the brand sponsoring of soccer players like Jürgen Damm and mexican teams like the Chivas of Guadalajara and the Rayados from Monterrey, by creating a soccer limited edition product range.

We designed the sleeve labels with illustrations of these teams reinforcing the brand's connection with the sport. 

Imaginity, Services, Packvertising, Gatorade
Imaginity, Services, Packvertising, Kotex evolution

 

Sometime we can even use a side panel instead of the whole pack as an advertising canvas. 

In this Kotex Evolution pack, we designed a communicational side-panel to connect with the consumer of the brand. And provide a short description of this product range benefits. 

 

Sometime we can even use a side panel instead of the whole pack as an advertising canvas. 

In this Kotex Evolution pack, we designed a communicational side-panel to connect with the consumer of the brand. And provide a short description of this product range benefits. 

Imaginity, Services, Packvertising, Rabieta
 

52% of people around the world make purchasing decisions, largely based on packaging design