Helping consumers be socially responsible, with little or no effort on their part, is a global cultural trend.
Shoppers want to feel good about themselves and feel good about the brands they purchase. Of course, they do not want to pay more, or have to be inconvenienced to do it! Packaging is the medium many brands use to communicate their social responsibility message, often through unique design offerings, sometimes coupled with celebrity. And often featuring a web address on the package driving consumers to more information.
Latest example is Diet Coke teaming up with the National Heart, Lung and Blood Institute to raise awareness of heart disease in women. Featured on the web site Design Cognition, the can design is “clean, simple and to the point.”
It also drives consumers to a Diet Coke web page featuring 28 tips for women to lead a healthier lifestyle.
Packaging takes a hit so often in the popular press with wrap rage and landfill news, it’s nice to see a package presented in a positive light. And it’s nice to see Diet Coke leading the way through a combination of social responsibility, beautiful package design and web interactivity.
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-By by Jim Chrzan, Associate Publisher
