Look Closely And You’ll Notice Changes In Packaging
As late, great comedian Bill Hicks once pointed out, marketing is one the banes of human existence.
Marketers are people who find a way to monetize everything and convince you that you need things that you don’t. Or worse they assume many consumers have suffered a bout of amnesia, and will believe that paying more for less product is a good thing.
The rising cost of raw materials has driven companies and their marketers to slyly pass along their increased costs.
The understanding among packaging and marketing people is that consumers do not like price increases under any circumstances. Therefore if you reduce the amount of product you are getting and keep the price the same, consumers either won’t notice or mind.
Whether it’s coffee, cleaning fluids, potato chips, chocolate, canned vegetables or paper towels; packages have been shrinking.
Where else does six equal twelve, except in the Mr. Mxyzptlk math world of Bounty paper towels?
A few years ago Tropicana reduced the packaging of their juice from 96 oz. to 89 oz. and the 64oz. container to 59 oz.
I called the 800 customer service number and foolishly asked Tropicana why they had done this.
The customer service representative replied to me with a supposedly straight face, that customers wanted new ergonomic packaging and preferred less juice! Continue reading