the box
Outside
HOW
STREET CRED: P A K ’B ACKAGING UTHENTICATES IDS
RANDS
by Ted Mininni, president, Design Force Inc.
A
s a parent who has watched his kids and their friends grow up, I’ve made plenty of observations. Kids are more sophisticated today; they take to the latest technologies like ducks to water. They’re media savvy and are exposed to a lot earlier in life. As a result, they’re growing up faster than our generation did. Hence, marketers roll out more sophisticated marketing campaigns aimed at kids. Traditional advertising is still exploited, but kids are more enthusiastic about social media. There are so many platforms and opportunities to increase exposure with sophisticated messaging, games, and videos. The same goes for brand-centric websites. Sites that are interactive and entertainment-oriented are more likely to drive kids to engage with the brand. Young children can be taken in with these tactics because they’re trusting; they don’t understand the difference between entertainment and marketing, increasing the need for parental vigilance and guidance. Marketers want to entice kids for three reasons: they have plenty of discretionary income, they influence parental purchases, and they can potentially become fans of a brand for life. Because kids engage heavily in word-of-mouth marketing with their peers—exponentially speaking—the sky’s the limit. For tweens and teens, brands have to be authentic and honest. Slick marketing makes this group suspicious. As kids get older, their antennae pick up anything that smacks of phoniness or a hard sell. Sure, they love playing games and watching videos on websites, but if these are coupled with a hard pitch to sell products, they aren’t fooled. Nor can brands talk down to them. Brands that try to be something that they aren’t or try too hard to ingratiate themselves with kids raise a big red flag. Being an authentic, original brand
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with a distinct personality resonates with kids. Like adults, kids aren’t interested in purchasing products; they’re looking for unique branded experiences. Research shows that there are eight cool brand drivers for kids: • A sleek, high-tech, or otherwise engaging design • Characteristics that make it stand out in its product category • Unique, highly differentiated branding • A sense of humor • Fluidity, ever-changing, delivering surprise and pleasure • Creativity; generating a buzz • Options for personalization and customization • Positivity; upbeat attitude No single attribute creates coolness or credibility with kids; it is a combination of elements. Delivering brands in interactive, social environments enables kids to share their favorites with their friends. They may be savvy consumers, but they’re still kids. Translation: Brands are not only expected to be cool, but also to be fun. Knowing all of this, is it any wonder that kids of every age embrace Disney, Nickelodeon, Apple, Coca-Cola, McDonald’s, Nintendo Wii, and Lego as cool brands? These are heritage brands with histories, so the fact that they stay true to themselves while also evolving to remain relevant is crucial. Of interest here is that design plays such an important role in engaging kids. Clever, innovative products presented in well-designed packaging with engaging websites and social media platforms work together to deliver these brands.
PACKAGE DESIGN MATTERS Children, like adults, respond to visual brand communication before verbal communication, and it’s simple to un-
MAY/JUNE 2014