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aesthetics and identity
FIGURE 5.6
Packages for “indulgence without
guilt” products
Source: Press Release
The consumer can also quench the mental
and emotional pleasure and even provide new
experiences. There are products that promise to
remove the consumer from routine, relax the mind
and seduce the senses, such as Lull, a blend of
botanical extracts and fruit juices with antioxidant
power that promises to relax the mind similar to a day
at the spa. For Lull, the package used is an aluminum
bottle with easy-open metal lid, which facilitates on
the go consumption (Figure 5.7).
Another example of a product that can lead
the consumer to new experiences is a drink based on
ancient wisdom, Jianchi, from Coca-Cola, available in
three flavors for each expectation: serenity - intense
relaxation and to help find serenity when the days
get complicated; transparency – to purify and help
gain balance and positivity in all circumstances, and
force – to illuminate and recover from daily stress. The
packaging consists of a PET bottle with a screw cap
and sleeve label with vibrant colors, aseptically filled
(Figure 5.7).
The drink
Slow Cow
TM
has a relaxation objective
that helps in improving memory, concentration and
learning capacity without causing leepnees. The drink
contains no calories, has no caffeine, no sugar and no
preservatives. It contains L-Theanine, an amino acid
and glutamic acid compound, which induces relaxation
without drowsiness. It also contains linden and hops,
which help reduce nervousness. The product is packed
in 250 ml two-piece cans, of slim format, with a clean
visual and a metallic finish (Figure 5.7). In October
2011, the company unveiled the new package and the
addition of the NPN sign (Natural Product Number) on
the label, a license granted by Canada to certify product
safety, effectiveness and quality under conditions of
recommended use.
FIGURE 5.7
Products for relaxation of the mind
in new sensations
Source: Press Release
New sensations may also be offered by retailers
through interactive machines that provide product samples
and are able to create more relevant and entertaining
experiences at the point of sale. The goal is to promote
visually stunning experiences that engage shoppers. Kraft
Foods and Intel developed the DIJI-TASTE Sampling
Experience, a cube-shaped kiosk that distributes product
samples based on audience data (Figure 5.8). The
interactive kiosk detects the user’s age and offers a
dessert sample. It allows up to four users to access the
system simultaneously (Figure 5.8). Macy’s store, which
sells cosmetics and perfumery, is testing stations called
Beauty Spot that assist consumers to evaluate cosmetics
and fragrances. The use of visual elements is an important
tool for providing recognition and brand identification as it
was discovered that some women prefer to explore beauty
products on their own, however, this is not always possible