Millennials, or generation Y, are made up of young people between the ages of 20 and 35, known for their more than frequent use of the media and the digital world. This generation is changing marketing strategies very quickly and those brands that do not adapt to this generation are in danger of becoming invisible to them.
Mastering the digital world makes them influencers and amplifiers of all good and bad. With just one negative comment about a brand, it could upset the company's bottom line and even condemn it to disappear. Packaging is also a factor that can be a weakness or strength for the brand, being able to be shared and reaching thousands of people in a few seconds, vitalizing the failure or success of the brand.
To capture the millennial attention with the packaging it is necessary that it be original, innovative and eye-catching, satisfying the customer immediately. In addition to being a useful container that provides a benefit, it must be one step ahead of the competition.
With the rise of social media, if a brand creates packaging that contains all of these qualities, it can harness the power of this generation's own viral communication to run campaigns based on its design, replacing an expensive advertising campaign with another that can become even more effective.
Create limited edition packaging:
This generation loves new things and getting out of the routine and, of course, new products and Custom Packaging. Making a limited edition packaging gives a feeling of exclusivity and prestige when obtaining the product. For example, for the 2012 London Olympics, Coca-Cola created aluminum bottles in Olympic colors.
Provide a visible benefit thanks to the packaging when consuming the product
Millennials are the first to expect new features in the products they consume. They are looking for a brand that adapts to their wishes quickly. The ketchup brand Heinz, launched Heinz Dip & Squeeze Ketchup with double function, being able to carry the sauce when you eat out.
PERSONIFY THE CONTAINER:
Add personality to the product like Fries boxes as if it were a person. The Absolut Vodka brand has a wide variety of unique bottles, giving each one a personal identity. This strategy offers the consumer to choose the bottle that best matches their own personality.
Support a cause:
This group increasingly demands and values more from brands that not only seek their own benefit, but also care about society and help it. For this reason, it is a good idea to have packaging that supports a cause, such as Sloan de Cobras with its commitment to people, the environment and society.
Clearly bet on creativity:
Millennials are demanding customers who want authenticity, honesty, and engaging stories sourced from the brand. For this concept, packaging helps to connect the customer with the brand and design it according to their needs.
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