Launching a brand in the Super Bowl "Packaging frightening"

I chose this in the news this week and was interested in hearing Ad Age ad critic Bob Garfield assume the Super Bowl of American Home Health. Although he loved the ad, who hated the packaging and in most cases the package is going to sell the product – or not.

This is a direct quote on the product and packaging. "You can go to great lengths to keep germs from wearing a biohazard suit 24 / 7 or you can use the new PS line of disinfectants. A solid product intro pack though terrible and logo.

With every Super Bowl 30-second time slot cost a record $ 2.5 million – or $ 83,333 per second, one would think that the company would have all its ducks (no Aflac) in line when it comes to product packaging. I remember the announcement of Home Health, but I was more focused on green biohazard suits, so I turned and looked at the products.

The message I received from a brief glimpse of the packaging has been the "industrial strength". I like the concept of strong black family, but the colors themselves come across as harsh, and the package is rather mundane, "institutionalized" and certainly not consumer oriented. This could have been the company's strategy to give the product of industrial strength look at what amounts to a better product stronger. In that case, they had their message. Let's wait and see how the container after having been on the market and in consumers' hands for a while.

Another announcement that the package was the star of the show implies, Pepsi Light, was panned by media criticism as well. "The session has a group of men and women wailing and flirting with the can of Pepsi on a pedestal to the tune of" You want it. "No, thanks. … Brown and bubbly and burpy bad. Just delicious." Other media experts also gave the thumbs-down announcement.

This sends a bad message to the packaging community, no matter how strong is the brand name product. I saw the commercial and not get the point either.

Therefore, spend some time and think about the perception of your package with a new product launch and analyze the cost of advertising in prime time. What will consumers see in your product? "The first impression is good or bad you have to overcome at a later date? Does the package invites consumers to enter for a closer look? Remember, the best advertising does not pass the test if the consumer does not like the appearance of the product when they see themselves. With appropriate packaging, can the brand of your product in a positive way in the eyes of the consumer. By contrast, with the wrong container can establish a lasting negative impression that can never be overcome.