Mr. Clean ‘Increase your strenght’!
Shopping this afternoon in the supermarket next to my apartment, I was surprised by all the new sizes and forms of packaging that we can find today and I asked myself a main question: what kinds of clever packaging still exist?
Packaging has been an important component for the preservation, transportation and exchange of convenience goods worldwide. It is still the case nowadays, with many more functions like to provide information, to communicate and win the consumer's heart.
But brands are showing they have understood that packaging is one of the best elements to convince people about their product. And even more. The product itself is of course important, but the packaging could become a real value for consumers. Something more than just a box where you can put or remove stuff. Packaging is now an important part of the branding process.
That’s why I decided to seek for clever and interestingly packaged products. Marketers are always trying to set themselves apart from their competition, which not only means differentiating the products and services they provide, but also ways in which these products are packaged.
However what are the new possibilities that brands can find when it comes to packaging? What could be interesting for consumers to have, discover and use in addition to the product? Is there still a way to surprise them and bring something new?
Mr. Clean, the famous cleaning detergent brand, has found the creative solution to bring out to its customers the power and strength at the same time by packaging the new Mr. Clean detergent into a bottle shaped like a dumbbell and weightlifting.
These gym accessories are usually associated with power and strength and by containing their detergent into these bottles, Mr. Clean advertises the effectiveness of its cleaning detergent. After using-up the bottle of detergent, the empty dumbbell bottles can be filled with sand or water to be used as weights for strength training.
Moreover, this concept seems pretty interesting because Mr. Clean products have always been branded as strong and powerful. So this creative idea makes sense and can catch consumers off-guard in the cleaning aisle.
The other creative part of this packaging is the work-out DVD contained in the cap. Consumers can watch TV and have a real example on how to make exercises thanks to Mr. Clean. What a new approach!
If this kind of packaging is successful, could we really imagine a competition between Mr. Clean and some regular gym products/ accessories?