Personally, I am sick of hearing about all of our economy’s downfalls and issues, but at the same time it is reality and it is impacting everyone, especially the average consumer. I have taken a look at how companies are using design to disguise the downsizing of their products. Consumers definitely notice when products are sporting a new look, but are they noticing that products are wearing a new size to go along with their new look? Just like us, companies large and small are cutting back on spending, and the easiest way for them to do this is to keep product prices the same while downsizing the quantity of the product. More Less bang for your buck!
While some companies out there are just flat out making cereal boxes smaller and peanut butter jars more concave, some are taking a different approach. Some companies are redesigning their packaging to fit their newly downsized products and divert the consumer from noticing the downsize by adding some sort of new feature. The products listed below are examples of this trendy marketing tactic.
Image courtesy of: mouseprint.org
Despite the controversy with Tropicana reverting back to their old 64 fl oz carton, one packaging redesign that stuck for them is their new large container. Tropicana’s previous large container held 96 fl oz, now it holds 89 fl oz. New look, new ‘easy-pour’ lid, less juice, same price.
‘Tropicana spokeswoman, Karen May, explained that the smaller size was needed as “the optimum configuration” for the new lid, adding, “Our consumer research indicates that, despite the smaller size, there was no change in the perceived value of the product because of the benefits of the added features.”
Source: newsweek.com
Recently, Dial Soap has reduced the size of their bar soap by 10% (4.5oz to 4.0oz). Hopefully the ‘new grip bar’ offered by Dial makes up for the 10% of soap we are missing, but still paying for.
Similac has redesigned their previous container while reducing the quantity of baby formula by about 10%. New easy access scoop, smaller size, same price.
Source/image courtesy of: consumerist.com
Dawn Soap, new look, less soap, same price. 740mL to 650mL
Source/image courtesy of: consumerist.com
Tyson Chicken Wings. 5lb to 4lb. New packaging, same price.
Source/image courtesy of: consumerist.com
Wrigley has repackaged/redesigned Juicy Fruit, Doublemint, and Big Red. Wrigley’s advertises the redesign by stressing the new ‘slim packs.’ Because of the new slim pack only 15 sticks of gum are included in the pack of gum opposed to 17. Not only do they offer Doublemint and Big Red in the new slim pack, but both of these products also have an improved flavor. Two less sticks of gum, slimmer pack, improved taste, same price.
These are just a few of the companies who have redesigned their packaging in hopes to successfully sell their products in smaller quantities. Are these companies fooling consumers with their new product features and stylish new designs and getting away with selling less for the same price? Is it important for us to enlighten the consumer as to why these redesign strategies are being implemented more now than ever before?
