PACKAGING IS, AT its most basic, there to protect its contents from the environment and vice versa. However, packaging can do so much more—it can inform customers about the product, advise people about different possible ways of using the product, promote other brands in the firm’s portfolio, and so forth.
Most brand managers are familiar with these aspects of packaging, and so this is all standard stuff—but some firms go further, and provide customers with some fun or extra utility from the packaging. For example, in France mustard is commonly packed in wine glasses, so that the customers can use the pots ...
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