Marketing Communications has always played a big part in raising the awareness of the product to the end user. The packaging has always been viewed by advertisers as a blank canvas, an opportunity to add value to the critical element of the distribution or supply chain.
Advertising has always been innovative, manipulating colours, words, symbols and numbers, to communicate as high level of product desirability in it’s respective marketplace. With the really need for product packaging now being questioned by environmentalists and consumers alike, one of the mose effective and traditional marketing tools is now under real threat of near extinction.
The question is, where does advertising go from here?
Advertising has always delivered on it’s promise of being innovative, but unlike in the past, customer choice has never been as wide, the advertisers will need to be more creative in their marketing communication strategy.
Here in the UK supermarkets are bowing to public pressure by providing in store waste facilities, for customers to dispose of excessive packaging on site. It would seem the customary plastic shopping bag will soon become a thing of the past, as increasing number of retailers are withdrawing these, in favour of encouraging their customers to supply their own. With consumer behaviour increasingly embracing environmental responsibility, added pressure is heaped onto FMCG producers to react accordingly.
This is an ideal opportunity for astute marketeers to shape their respective market place, by pioneering the next generation of advertising inovation. Marketing & Advertising departments need to bond closer with their production colleagues, to seriously take their products and services forward into the future.
