“See Thru Can” Is Vivid Example of How Packaging Can Drive Marketing

Despite the yearning for disruptive marketing ideas, the challenge in much of the day-to-day world of marketing is identifying and applying new ways of thinking about existing products or services.

Take canned vegetables. The process of canning goes back about 200 years. So what’s the marketing team assigned to launch a new brand of canned vegetables to do?

Use packaging innovation as a marketing change agent.

South Carolina-based McCall Farms has introduced a new brand of ready-to-eat vegetables called Glory Farms. The kicker: the products are packed in “see thru” composite containers.

Credit: McCall Farms/Glory Farms.

Credit: McCall Farms/Glory Farms.

The packaging innovation achieves three crucial, marketing and sales objectives: Continue reading