Wrigley’s gum – what can anyone find to argue about it? Nothing, it’s fine, it’s great, it’s always been there and the flavors are so familiar to most of us that it’s like a trusted old friend. Are there other choices? I guess that I just presumed that there really weren’t, after all what else could anyone else want from their gum than a nice flavor that lasts for a while, chewiness and…- it’s just gum and I can’t think of anything else that it should be.
But the other day I was going through the checkout line, waiting for the person in front of me, in what retailers call the “Impulse Isle” and I saw something that caught my eye like a European race car or an Apple iPhone. It was something that called out for my hand to hold it. I didn’t even know what it contained, although it was next to the Wrigley’s Gum, so maybe it was gum. Next thing I know the customer in front of me says “Thanks” and “Goodbye” to the person at the cash register, and it’s my turn to check out, and this mystery package has somehow become part of my purchase – and I’m still not sure what it is.
Anyway, it’s a package of gum of course. A package of gum that has slightly less gum than the trusted Wrigleys had next to it, and a price premium of nearly 32%. ($1.19 v. $1.57) Although as I enjoy my new gum, I realize that the packaging actually has a few well thought-through benefits over the Wrigleys packaging: the box protects the gum from being crushed and curled around the edges the way that it gets in the Wrigleys packaging. There is also a flap that goes over the top to keep the remaining sticks of gum organized and neatly contained because the end of the flap smartly connects into the back of the packag with a clever thumb-size hook that slides into a specially designed slit. And the size of the box is well suited to fit in your inside coat pocket or even in a small shirt pocket. Finally there is the box itself – which really is a beautiful piece of art – it’s both elegant and functional. I’ll be very interested to see what happens to the sales of Rain, and if other companies come out with their own updated versions of premium gum.
What does the packaging and Industrial Design of your product say about what’s contained inside of it? Could there be opportunities to differentiate your product from those of the competition – and maybe even charge a premium?
Know Thy Customers,
Chris
