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  • Do people really want their packaging to talk to them?
  • Do people really want their packaging to talk to them?
    Lunch Business (2014) ©
REPORT

Who wants chatty packaging?

Packaging doesn't just protect contents and indicate ingredients – it now talks like we're best friends. It’s friendly, cheery and even cheeky. But do we really want our food and beauty products to hit on us? What makes successful chatty packaging, and when do we want it to shut up?

Location North America / Northern Europe

Scope
“Best when chilled (as indeed we all are)” suggests the label on Pret A Manger’s Still Lemonade bottle. Fresh & Naked’s salad packaging warns customers to be careful when typing in their URL address, “or you could raise more than a few eyebrows!” Instead of an expiration date, Higgidy Pies tells us to “Eat up (use by)”, and when offering serving suggestions, Tyrrells boldly lets us know that its crisps go “cracking with a Cornish pasty”. No longer does packaging simply inform us of its nutritional content and weight, it now talks to us like we’re best friends. This ...

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