7.2 Packaging Vote 1 for ‘The Original’ Farmers Union Iced Coffee brand was launched in 1977. It is one of the largest-selling brands in the category and Australia’s only national iced-coffee brand. Brand owner Lion Pty Limited has asked its loyal Iced Coffee brand customers to join them in redesigning the packaging for the market-leading brand. Brand devotees have been asked to vote for their favourite package design – choosing between ‘The Original’, ‘The Real McCoy’, ‘The Straight-Shooter’ and ‘The Wild Card’ – with the design varying progressively from the original. In branding and packaging, consistency is crucial so each of the package alternatives is the same shape and size, uses the same colours (teal and brown) and retains the same Farmers Union trademark. After voting for their favourite package design on a custom-made website, customers can follow progress of the vote on the brand’s Facebook page. Changing packaging, its layout and design is not something a brand manager does lightly. This is because the package is often the last and best chance to attract a buyer’s attention.45 ❶ Involving loyal customers in packaging decisions seems like a good idea, but it could also be a problem for the brand manager if there is no clear favourite package design. What are the advantages and disadvantages of involving customers in package design decisions? (Learning Objective 2) (AACSB: Communication; Application of Knowledge; Analytical Thinking)
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