Procter & Gamble explores packaging that stands out

Jason Shaw, Vice President, Oral Care Design, Procter & Gamble, is a panelist at the marcus evans AmericaPack Summit 2022. There he will discuss what it takes to design premium packaging that works across consumer touchpoints. consumers. He recently sat down for an interview to discuss what to look for in label and packaging design.

Uniqueness. We now deal with many consumer touchpoints, so the package should work for every environment. For retail in particular, we work hard to make our products look unified but differentiated at the same time. We want to make sure that every offer is clear to the consumer. Who am I? What am I? Why am I right for you. That’s what we focus on. For the digital environment, you need to strip down and be more clear about how the consumer will benefit. Of course, photography and rendering style must also be taken into account, so that products look and perform optimally, especially on a small screen.

Whether it’s a high-priced item or a lower-cost tube of toothpaste, in my world, unboxing experience is key, especially in some Asian markets like China. We did a number of unique opening experiences. From our home care team we borrowed an idea, so when you unbox our paste packs it would give you a message. We’ve done the most work on the unboxing experience in our power brush business, we’ve looked at the time it takes to unbox the product, the ease of installation, we’ve made sure all the materials are durable, and more. We want to convey people’s excitement from the purchase, through the unboxing experience, through to the first use and continued use of the product.

We are doing a very good job in this regard. Our brands are almost 70 years old, so there is a sense of quality that we need to convey, as our products tend to be high priced. There are brand assets, signature assets that we care about, manage and continue to evolve. We continue to invest in our legacy assets, always ensuring that our brand image is clear. We have a unique point of view, and we want it to be conveyed to the consumer.

For us, the package is part of a holistic communications plan, which includes advertising and all digital media, so we want to make sure there is a common thread running through them all. The product and packaging should be attractive at each of these touchpoints. It takes a highly collaborative effort, many people working together, to make sure these assets are attractive to people.

We need to make sure that we have a deep understanding of the work of the people who contribute, not just those in our direct organization, but all the organizations we work with. The best information can be obtained by working with our buying group or our printers. Really go in and understand what the job is and the problems you’re trying to solve. Don’t be too prescriptive about how you are going to do something. Just try to clearly define the problem, what job you’re trying to accomplish, but keep it as an open brief, to get as many diverse ideas as humanly possible to latch onto something.

There are two areas of opportunity they could improve on. With TV advertising we have a playbook and know what works best and what doesn’t work best, but I think we can be a little more polarizing or take more risks on how the packaging is represented. For consumers, product and packaging are one.

Digital is the other area of ​​opportunity, where we can display the packaging in a more unique way rather than focusing primarily on the functional aspect. It shouldn’t just be people zooming in for product information. As we become more familiar with digital, this is definitely an area we can improve.

The evolution of metaverses – and how packages and products appear in such an environment – is something that interests me personally. We’ve started doing 360 degrees of our packs and products to make sure we’re ready to step into any digital environment, whether it’s Amazon or our own branded sites or metaverse. This is the biggest trend I see in people trying to make themselves heard. What happens in that environment from a brand building perspective, how our products present themselves, is a whole new world. It may be the same product you see in retail, but many brands create products that are bespoke for that particular environment.