Packaging Notes – Squeeze Only Once!

In every aspect of marketing, a good plan is essential but implementation is what makes all the difference.

Case in point. The upside down condiment bottle has worked pretty well for ketchup and salad dressings. So when we saw that same packaging on Heinz mustard at Harris Teeter, we assumed it would be just as functional. Wrong.

Many months later, when the bottle wasn’t full any longer, a squeeze of the package  revealed the major implementation fail. The flex of the ketchup bottle was missing! Try as we might, we could not restore the package to its original shape.

Frustrated, we threw it out, but not before @ShopperAnnie got the photo that proves the devil is always in the details.

No squeezing!
No squeezing!

 

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