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Brands turn to packaging and presentation to gain trust, confidence

Packaging innovations that ensure safety and damage-free, clean delivery are emerging as new avenues for brand building

The biscuit brand Parle-G reassured customers with a film about its packaging process, Flipkart has stepped up its advertising around sustainable packaging and Coke Vio promises clean packaging
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The biscuit brand Parle-G reassured customers with a film about its packaging process, Flipkart has stepped up its advertising around sustainable packaging and Coke Vio promises clean packaging

Vinay Umarji Ahmedabad
From home grown e-commerce major Flipkart to global cola giants such as Coca-Cola, the brand story during the pandemic is as much about the packaging, as it is about the product. As consumers put safety above all else, packaging innovations that ensure safety and damage-free, clean delivery are emerging as new avenues for brand building. And everything, from safety shields that keep employees and customers safe to the material used to keep the product from spilling over or getting contaminated, is a part of the brand narrative.

For instance, Coca Cola chose to launch its spiced buttermilk brand ‘Vio’ in

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First Published: Jun 29 2020 | 10:11 PM IST

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