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How Sensory Packaging Can Entice New Drinkers
- 1. SENSORY PACKAGING TO ENTICE NEW DRINKERS TO A PRODUCT OR CATEGORY Dr Caroline Ardelet, Phd, Consumer Behavior Affiliate Sensory Marketing lab, University of Michigan University of Paris Nanterre
- 2. Portable vino pouches Colourful wine bottles Wine label embossed Wine mason jars Oddly Shaped bottles Cosy mulled wineBottle to scratch faceted form of a masked head Sensory packs in wines and spirits (mainly new colors and shapes)
- 3. Carlsberg …emotional benefits …product quality benefits …purchase intention and willingness to pay Do sensory packaging always increase… Flip Flop wines Rom
- 4. Emotional reactions SURPRISE, AROUSAL SENSORY STIMULATION EMOTIONS FEELINGS BEHAVIOURS Unconscious Champagne accordion bottle boxes Woodsy wine bottle BIAISED SENSATIONS MOTOR ENGAGEMENT Vodka bottle to peel I want to look for information I have the impression that it smells like wood I want to try to peel the bottle EMOTIONAL BENEFITS - MAY ENTICE NEW DRINKER TO TRY THE PRODUCT BUT NO EFFECT ON BRAND IDENTITY, PRODUCT QUALITY, LOYALTY
- 5. INTEGRATION COGNITIVE THINKING SENSORY STIMULATION EMOTIONS Conscious FEELINGS BEHAVIOURS Unconscious SURPRISE, AROUSAL This brand is focused on quality and innovation BIAISED SENSATIONS BRAND & PRODUCT ATTRIBUTION Wood smell is a indicator of wine quality MOTOR ENGAGEMENT This brand targets innovative persons like me COGNITIVE BENEFITS - MAY ENTICE NEW DRINKER TO TRY THE PRODUCT AND HAVE AN EFFECT ON BRAND IDENTITY, PRODUCT QUALITY, LOYALTY Cognitive reactions Champagne accordion bottle boxes Woodsy wine bottle Vodka bottle to peel
- 6. How to facilitate pack-induced emotions integration – Story (1) Be aware of all symbolic associations A simple story to facilitate integration Head of Mexican musician (mariachi)
- 7. COUNTRY SIDE Hay Eggs box La designer Maja Szczypek HOME MADE Thelma’s Treat box, imitating a oven Exemples How to facilitate pack-induced emotions integration – Story (1)
- 8. Carrot tangerinesUmbrella saladspens parmesan ? ? ? Source : Morano, 2010 Chocolate coffin How to facilitate pack-induced emotions integration – Story (1)
- 9. How to facilitate pack-induced emotions integration – Multisensory (2) Multi sensory packaging Rough bottles scrub gels Touch-like fruits bottles Perfumes music boxes Crisping noise lays
- 10. Multi sensory packaging Eatable packsSmelling packs SMELL Eatable ads Virtuality How to facilitate pack-induced emotions integration – Multisensory (2)
- 11. Conclusion Sensory packs may entice new drinkers because it results in higher emotional stimulation But unconscious emotional reactions must be integrated Emotion must serve conscious cognitive reactions, resulting in better product and category thoughs and attitudes Integration of emotions is easier when the design tells a simple and consistent story Multi sensory stimulation makes integration easier (the story is easier to memorize whent told through several sensory means)
Editor's Notes
- Carlsberg beer undergoes £15m rebrand in attempt to win back millennials The new design reinforces the brand's Danish heritage In response to artisan craft brews competition. The new look has been designed to have a more premium feel and it embraces the brand’s Danish roots - after all, we all want to be Scandi these days. Getting rid of their well-known green bottles, the new Export is spelled with a distinctive Danish Ø and features the signature of Carlsberg founder J.C. Jacobsen, placing the focus on the brand’s heritage. 81% of wine drinkers believe that glass bottles contain the highest quality wine, while 3% of wine drinkers say this about boxes, 1% about pouches and 1% for cans. Rom : Wrapping the neck in twine
- Feel good Want to touch Want to try Want to look for more information Less than 20% of buyers -> buy a product for pleasure and emotional experience Source : TimeTrade 2016 world wide 20% of european consumers : pleasure is the first motivation to discover new products 14% average in the world 28% of french consumers
- The new UR wine packaging design presents this bottle to consumers in a crumpled brown paper bag. This seems almost humorous when one considers that in old films booze was often concealed in a brown paper bag while consumed on screen, probably because it was thought to be controversial. This wrinkled paper packaging features the brand name 'UR' and some cursive writing near the bottom. At the top of the package this cylindrical bag seems to have been poorly twisted shut, again in a way that's almost comical from a consumers point of view. This brown paper bag can be easily torn, revealing the glowing bottle of UR wine behind it. This paper-bagged bottle of wine, designed by Paga Disseny, presents itself unmistakably to consumers as alcohol through its crinkly packaging.
- Quand un produit sollicite plusieurs sens, il est mieux mémorisé. Issue des travaux du psychologue canadien Paivio dans les années 60, la théorie du double codage estime qu’une information est mieux mémorisée quand elle est enregistrée dans des modalités sensorielles différentes. + de l’émotion, mais on va en parler avec la sollicitation olfactive, dans la slide suivante
- Quand un produit sollicite plusieurs sens, il est mieux mémorisé. Issue des travaux du psychologue canadien Paivio dans les années 60, la théorie du double codage estime qu’une information est mieux mémorisée quand elle est enregistrée dans des modalités sensorielles différentes. + de l’émotion, mais on va en parler avec la sollicitation olfactive, dans la slide suivante