How can packaging repackage itself?

THE NEW REALITY PACKAGING IS UNDER PRESSURE.

There’s a rising expectation that packaging should be sustainable and innovative, while the pressure to be cost-effective remains. It’s created an urgent need for packaging to prove its value.

At the same time, packaging is increasingly important to consumers. It speaks volumes about a brand’s story and sustainability credentials. It opens possibilities for personalisation, creative campaigns, and game-changing experiences.

CANPACK is a leader in recyclable cans and bottles who saw pressure as an opportunity to disrupt. This is how we repositioned it from making cans to building brands.

THE INSIGHT PACKAGING CAN CHANGE THE WAY CUSTOMERS FEEL ABOUT A BRAND.

The hissing sound of a can, the cold refreshing feel of a bottle. Packaging can spark thirst and stimulate the senses in a way that no other part of the brand experience can. Yet competitors were overlooking this truth – favouring function over feeling.

CANPACK were pushing the boundaries in this sense, creating experiential packaging. A can that reacts to temperature. A can that’s covered in texture. A can that glows in the dark. Our opportunity was to show that packaging can enhance the brand experience, transforming the way people feel about a brand.

In so doing we saw the opportunity to engage customers at a brand level and talk to the marketing department rather than just their procurement departments to drive better value and margin for CANPACK.

THE IDEA CREATE THAT FEELING.

We showed CANPACK not as maker of cans but a creator of feelings. ‘Create That Feeling’ demonstrated CANPACK’s ability to collaborate with brands to elicit the distinctive emotions their brands are built on.

The idea became a new promise and philosophy that touched every part of the CANPACK brand – not only acting as the springboard for a new campaign and social strategy, but also inspiring a multisensory visual world, a website and new customer experiences globally.