{"id":60,"date":"2010-03-07T02:45:33","date_gmt":"2010-03-07T07:45:33","guid":{"rendered":"http:\/\/www.ethnosync.com\/wordpress\/?p=60"},"modified":"2014-04-23T10:22:48","modified_gmt":"2014-04-23T15:22:48","slug":"interlocked-package-designs-innovation-or-bust","status":"publish","type":"post","link":"https:\/\/www.packagerepublic.com\/?p=60","title":{"rendered":"Interlocked package designs &#8211; Innovation or bust?"},"content":{"rendered":"\n<p><img decoding=\"async\" src=\"http:\/\/packagerepublic.com\/files\/Interlocked\/DualPackage.png\" alt=\"Interlock\" width=\"100\" align=\"left\" hspace=\"20\" vspace=\"10\" \/><\/p>\n<p>Occasionally, we come across interlocking package designs.  This particular design, which is for a medical drug promotion, interlocks two mirror image packages in jig-saw fashion, one for hand sanitizer, and the other for hand moisturizer. Bundling complementary products in interlocking package designs is not new.  But is it innovation?<\/p>\n<p><!--more--><\/p>\n<p>For us at PackageRepublic.com, at its most basic form, there are three different kinds of products.  These are;<\/p>\n<ul>\n<li>better\n<\/li>\n<li>cheaper\n<\/li>\n<li>or just different\n<\/li>\n<\/ul>\n<p><strong>Better products<\/strong> naturally deliver better product performance, such as better usability, or some better attribute like package transparency.  <strong>Cheaper<\/strong> products deliver same product performance at a lower cost point.  In the packaging world, this may be down-gauged PET bottles, for example.  <strong>Just different<\/strong> products deliver arguably same performance and value, but they are differentiated through branding.  i.e., Coke vs. Pepsi, Evian vs. Aquafina.<\/p>\n<p><img decoding=\"async\" src=\"http:\/\/packagerepublic.com\/files\/Interlocked\/DualPackageInterlock.png\" alt=\"Interlock\" width=\"200\" align=\"right\" hspace=\"10\" vspace=\"10\" \/><\/p>\n<p>For us, bundles like this are <strong>not better<\/strong> package products, because they typically do not improve on the most basic promise of a package product, which is the functionality of the package.  Nor do they address a previously unaddressed consumer need. If anything, they are less usable packages.  They are also <strong>not cheaper<\/strong>, even though it is hard to claim that they are more expensive.  They may have a small disadvantage in distribution efficiency depending on the design.<\/p>\n<p>Which brings us to <strong>just different<\/strong>, which typically requires a branding drive.  This kind of package may actually have some rather minimal branding, or even co-branding advantages.<\/p>\n<table style=\"border-color: #FFCC00; background-color: #FFF8C6\" border=\"0\" width=\"\" cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td>Cheaper<\/td>\n<td>\u2718<\/td>\n<\/tr>\n<tr>\n<td>Better<\/td>\n<td>\u2718<\/td>\n<\/tr>\n<tr>\n<td>Just Different<\/td>\n<td>\u2714<\/td>\n<\/tr>\n<\/table>\n<p>So, innovation or bust?  For us, this is a definite <strong>bust<\/strong>!  <\/p>\n<p>Your rating:<\/p>\n<p>[starratingmulti id=4 tpl=12]<\/p>\n<p> \u00a92010 PackageRepublic.com. All Rights Reserved.<\/p>\n<p><script type=\"text\/javascript\"><!--\ngoogle_ad_client = \"pub-7338556709983307\";\n\/* ArticleBanner *\/\ngoogle_ad_slot = \"0441375625\";\ngoogle_ad_width = 468;\ngoogle_ad_height = 60;\n\/\/-->\n<\/script><br \/>\n<script type=\"text\/javascript\"\nsrc=\"http:\/\/pagead2.googlesyndication.com\/pagead\/show_ads.js\">\n<\/script><\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>Occasionally, we come across interlocking package designs. This particular design, which is for a medical drug promotion, interlocks two mirror image packages in jig-saw fashion, one for hand sanitizer, and the other for hand moisturizer. Bundling complementary products in interlocking package designs is not new. But is it innovation?<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17,4],"tags":[20,19,18,21],"class_list":["post-60","post","type-post","status-publish","format-standard","hentry","category-innovation-or-bust","category-new-packages","tag-better","tag-cheaper","tag-interlock","tag-just-different"],"_links":{"self":[{"href":"https:\/\/www.packagerepublic.com\/index.php?rest_route=\/wp\/v2\/posts\/60","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.packagerepublic.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.packagerepublic.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.packagerepublic.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.packagerepublic.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=60"}],"version-history":[{"count":14,"href":"https:\/\/www.packagerepublic.com\/index.php?rest_route=\/wp\/v2\/posts\/60\/revisions"}],"predecessor-version":[{"id":3348,"href":"https:\/\/www.packagerepublic.com\/index.php?rest_route=\/wp\/v2\/posts\/60\/revisions\/3348"}],"wp:attachment":[{"href":"https:\/\/www.packagerepublic.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=60"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.packagerepublic.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=60"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.packagerepublic.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=60"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}