Fish fingers may not be for everyone, but one food production company has found a way to increase their product’s shelf appeal by harnessing the power of an iconic cultural figure: Doctor Who is coming to freezers near you.
The image of Matt Smith’s 11th Doctor is replacing the picture of Captain Birdseye on packages of Birdseye’s Fish Fingers in some regions. The promotion is part of the brand’s 50th anniversary celebration of the iconic time-traveling hero, tied to National Fish Finger and Custard Day, an inside nod to Smith’s debut Doctor Who episode.
Maybe you’re wondering what all this has to do with you. After all, not every product can score promotional appearances with a traveling Time Lord beloved by geeks worldwide. However, it’s a good reminder that packaging design has a lot to do with how consumers see your product and how consumers perceive value. Sure, packaging needs to contain and protect what’s inside, but good packaging does more than that. Good packaging helps your product stand out from the crowd. It provides that extra push that gets it off the shelf and into the hands of your customers.
Sometimes, simply changing the conventional package shape adds a unique twist that makes products more noticeable. This is exactly how brands start standing out through packaging design. Most people expect shoes to come in boxes, but Converse challenged that expectation by packaging their shoes in pyramids. The Converse Baby Star shoe line uses triangular-shaped packaging with a shoelace tie closure, a small detail that adds charm to an already playful product and may just tip parents toward a purchase.
Fun isn’t the only way to stand out; functional packaging can be just as effective. When products within a category are largely similar, adding a layer of functionality can give your brand a real edge. The Ireland-based company Boxerchips applied this thinking by creating packaging that transforms into a serving bowl when torn open. If you’re bringing chips to a party, why not choose the brand that brings its own bowl?
While fun and functionality are powerful strategies, other considerations also influence packaging decisions. One growing trend is eco-friendly packaging design. Many companies are exploring ways to reduce waste by minimizing materials, limiting plastic use, or incorporating recycled components. Thoughtful, sustainable packaging helps reduce environmental impact while positioning your product as environmentally responsible. Don’t settle for just normal. At Rebox, we help B2B(2C) brands stand out from the crowd. We don’t just design packaging; we gather the critical market insight needed to position your product uniquely in the marketplace and turn strategy into action. Connect with us and we’ll share the details.
