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Article by Food and Beverage Reporter Editorial 27 August 2010
Nampak puts its marketing hat on
Adding to an already tough marketing job for packaging is that during tough economic times, not unlike the current global situation, the role of packaging in branding increases significantly. As Marketing and promotional budgets come under pressure, packaging remains a necessity that can be leveraged for effective product promotion when it is difficult to achieve it ‘budget wise’ elsewhere. This is partly because in a marketing role, packaging’s primary advantage over other forms of communication is that it works around the clock to help move a product off the supermarket shelf, and once purchased, builds brand value for an extended period of time.
One company driving brand value through packaging is Africa’s largest packaging manufacturer Nampak. Through creating functional packaging that appeals to consumers, and builds brand equity, packs developed by various Nampak divisions are playing vital marketing roles for some of South Africa’s leading brands:
When research showed that customers felt all UHT milk came in the same cartons, and it was therefore not vital to purchase it exclusively at Woolworths, Nampak Liquid developed a range of innovative plastic bottles for Woolworth’s long life milk. The packaging solution, a first in the South African market, differentiated Woolworth’s milk from other UHT milk brands available on the market and was developed hand in hand with Woolworths and Homsek (Woolworth’s dairy supplier, [Status]).
When Simba Sunbites shifted from conventional pretzels and changed to flavoured, funkier shapes, Nampak Flexible provided a remarkable packaging innovation - a matt and gloss printed pack, produced through a single gravure process. Through the clever combination of print techniques, the Simba Sunbites pack was given funky, exciting, three-dimensional effect graphics that have made the brand appealing to a younger target market who were looking for a fun and healthy snack.
In 2009, Nampak Bevcan produced the Talking, Shivering Can, which communicated Coca-Cola’s promotional brand campaign straight into the hands of their consumers. The can, when opened, shivered and delivered the “Brrr”, promotional message. With consumers excited about the possibility of finding one of the winning cans, the talking shivering can served as a perfect medium to carry Coca-Cola’s brrrand message.
In response to South African Brewery’s brief to design functional packaging that had souvenir pack qualities and would reflect SAB’s involvement in South African Football, Nampak produced a custom designed, soccer themed, three-aluminium bottle gift pack for Castle Lager. The pack was made up of an outer corrugated shipper box, inner carton carry packs that beautifully display the bottles on-shelf, and South Africa’s first ever aluminium beer bottles. The bottles were produced by Nampak DivFood, the shipper box by Nampak Corrugated and the display carton by Nampak Cartons & Labels, demonstrating Nampak’s total packaging solution capabilities. The customised tripartite packaging was an effective solution to solidify brand loyalty, whilst the innovation created visual and tactile interest amongst consumers during the 2010 FIFA World Cup.
These examples are a handful of success stories where packaging has put on its marketing hat and stepped up to promote products in an effective manner. In this way, the value that Nampak’s packaging can add in marketing and ultimately building a brand is undeniable, if not crucial.
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One company driving brand value through packaging is Africa’s largest packaging manufacturer Nampak. Through creating functional packaging that appeals to consumers, and builds brand equity, packs developed by various Nampak divisions are playing vital marketing roles for some of South Africa’s leading brands:
When research showed that customers felt all UHT milk came in the same cartons, and it was therefore not vital to purchase it exclusively at Woolworths, Nampak Liquid developed a range of innovative plastic bottles for Woolworth’s long life milk. The packaging solution, a first in the South African market, differentiated Woolworth’s milk from other UHT milk brands available on the market and was developed hand in hand with Woolworths and Homsek (Woolworth’s dairy supplier, [Status]).
When Simba Sunbites shifted from conventional pretzels and changed to flavoured, funkier shapes, Nampak Flexible provided a remarkable packaging innovation - a matt and gloss printed pack, produced through a single gravure process. Through the clever combination of print techniques, the Simba Sunbites pack was given funky, exciting, three-dimensional effect graphics that have made the brand appealing to a younger target market who were looking for a fun and healthy snack.
In 2009, Nampak Bevcan produced the Talking, Shivering Can, which communicated Coca-Cola’s promotional brand campaign straight into the hands of their consumers. The can, when opened, shivered and delivered the “Brrr”, promotional message. With consumers excited about the possibility of finding one of the winning cans, the talking shivering can served as a perfect medium to carry Coca-Cola’s brrrand message.
In response to South African Brewery’s brief to design functional packaging that had souvenir pack qualities and would reflect SAB’s involvement in South African Football, Nampak produced a custom designed, soccer themed, three-aluminium bottle gift pack for Castle Lager. The pack was made up of an outer corrugated shipper box, inner carton carry packs that beautifully display the bottles on-shelf, and South Africa’s first ever aluminium beer bottles. The bottles were produced by Nampak DivFood, the shipper box by Nampak Corrugated and the display carton by Nampak Cartons & Labels, demonstrating Nampak’s total packaging solution capabilities. The customised tripartite packaging was an effective solution to solidify brand loyalty, whilst the innovation created visual and tactile interest amongst consumers during the 2010 FIFA World Cup.
These examples are a handful of success stories where packaging has put on its marketing hat and stepped up to promote products in an effective manner. In this way, the value that Nampak’s packaging can add in marketing and ultimately building a brand is undeniable, if not crucial.
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