Companies are selling sunscreen in whipped-cream cans, water in tallboys better known for beer and tampons in ice-cream tubs as surprising packaging becomes a sharper tool for marketers.
“When we were designing the product, I said to my co-founder, ‘We won’t be able to afford a billboard for a while,’” said Susan Allen Augustin, co-founder of Flo, the menstrual health company using ice-cream containers. “So I said, ‘We have to make the product a billboard.’”
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