Packaging signals

Source: website screenshot

I have Johannes to thank for this latest example of a German company realising that many customers judge you most by the part of the marketing mix they see most often: P for product, in this case even P for packaging.

Pickled gherkins are big in Germany (the market, not just the products). I see as many on shelf here as you see baked beans in England. And all the packaging looks the same.

Time to break the mould – as Spreewald Specialities, a former east German company now among the leaders in the sector, have decided to do. The pack is an attempt to get to the on-the-hoof sector, ie the out of home eating occasion. They’ve been criticised for looking too much like an energy drink, however. But maybe these colours signal the right things for young gherkin gobblers on German u-bahns.

This reminded me of the Wrigley’s packs that looked like condoms… When I first spotted them in 2007 I was critical. But they’re in Europe now.

So maybe there’s potential lurkin’ in gherkins in a way only Spreewald know…

Alex Woodruff

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