Companies are always looking for ways to better market and revamp their products.  However, the answer isn’t always in altering the product itself.  This can be especially true if your customer base is extremely loyal to your current product.  A perfect example of this is when Coke tried to edge out Pepsi by reformulating it’s Classic Coca-Cola into its “New Coke.”  The result was a complete marketing failure as loyal Coke followers were outraged by the decision ultimately leading to the reintroduction of the original recipe.  So where do companies gain a marketing edge if they aren’t altering the product? It comes from new and innovative packaging.  Many companies have turned to this approach to give their classic products a new edge on the competition.  Here are a few recent examples.

Heinz worked extensively to redesign it’s ketchup bottle so that it would stand upside down.  This made for easy use as the ketchup was always near the opening.  It’s vacuum seal also helped eliminate mess.

Kraft was another company that benefited from redesigning its packaging for Chips Ahoy.  It’s old packaging opened from the side and lead to stale cookies.  The new packaging  allows for a resealable top flap that eliminates staleness and increases the ease of use.