Can package and branding change the perception customers have about a product? Well Suave’s latest marketing campaign is out to prove just that. Their bait-and-switch campaign is based around a simple (and sparse) redesign of their packaging—renamed now as “EVAUS”—to make it look more high-end and sophisticated than their classic “for the masses” marketing. The result: Women are surprised to find that the new packaging and branding is really a product that they may never had considered using in the past.
Whether the “real life” reactions of this campaign are authentic or simply a clever publicity stunt I admire the focus on the power of branding and packaging when it comes to health and beauty products.
Over the years we have worked with many brands in the health and beauty industry and one of the biggest challenges we face as marketers is knowing: What’s inside the package sometimes matters much less than what is on the outside of the package. It is so important to know your target audience and know her well. What is her lifestyle like, what are the other brands does she have affinity to and how can you incorporate these qualities into your marketing and branding strategy.
When done correctly and effectively it may be easier than you think to change long-held perceptions about your product proving that effective package and graphic design truly can make a difference.
Take a look at how we’ve helped international beauty brand no!no! redesign their packaging —creating new perceptions about their product.