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The case of the serum container reminds us of a very important aspect of communication and it is the one that has to do with innovation.
Within studies such as “Brands and Marketing September/October 2019” he realizes the importance of packaging design.
There are cases like those that warn of how valuable communication has become in the market, especially that based on the packaging of these products.
A series of posts from unverified accounts, but demonstrating an important design point in packaginghave joked about the appearance of the packaging of serum for dogs, which has begun to confuse in networks until whoever ingests it realized that it is serum beef flavor
There are studies that seriously support the importance of packaging for the consumer. When the study “Brands and Marketing September/October 2019”in this document it was noted that 32 percent of the Mexican children interviewed in this investigation chose a product because of the color and other attractive aspects of the packaging.
“During a 2019 survey, 72 percent of responding parents of Mexican children ages three to thirteen said that advertising was the reason their children chose a specific brand or product. The second most important reason given was cartoons or celebrities featured on the packaging,” he explained. Julia FariaStatista analyst when exclusively presenting the previous study to platform subscribers.
controversial packaging
A container of the brand’s dog serum electrodex and that is similar to the serum brand electrolithas caused controversy in networks due to the similarity of both containers and it is that they come from Pisa Animal Health and Pisa, respectively.
Well, I already have half a bottle and nothing happened to me. The bad thing about walking raw and not looking when you grab your dog’s serum from the fridge. pic.twitter.com/hRZiXsWCx2
— Mr. Laguardia (@MrLaguardia) March 5, 2022
The work of both brands in the oral serum market stands out for one element and that is the confusion that exists on social networks due to the similarity of both products, due to the design of the packaging.
Although the publications made on social networks correspond to accounts that share humorous content, it is important to see that the confusion is sustained by the design that both packages have and that it is similar.
A post made by Elias Cabrera (Facebook, @elias.cabra.75) details that he had bought a serum that tasted strange and when he saw the details on the label he found out that it is beef flavored and designed for dogs.
The image was apparently taken in a pet product store, since it shows sacks of croquettes, however, the container design shows a rectangular shape with a blue lid, the same appearance as Electrolit containers.
This publication generated more than 3,000 reactions on social networks, more than 1,000 comments and has been shared more than 12,000 times.
Another Twitter post dating from 2022 realizes how the confusion has persisted for years because Mr. Laguardia (@MrLaguardia, Twitter) published an image where the Electrodex container appears with the same appearance as Electrolit and a message warning that he has drunk half a bottle of the product and not Nothing has happened to him, but he admits that it is a consequence of walking “raw” and not realizing when you take the serum of the house dog from the fridge.
Electrodex is a product that is offered on sites such as Mercado Libre at a price of 33.24 pesos per container with the description: “Electrodex Electrolytes Oral Rehydrator For Dogs 625 Ml.”
Week 3 Learning: I was surprised to learn about how marketing can sometimes go wrong, like with the Tropicana packaging. My classmates and I unanimously picked the container on the left, only to discover the right was the latest. It isn’t quite as eye catching! #mkt60002022csub pic.twitter.com/fG5Hzt3yFv
— Carlene (@CarleneInspired) February 14, 2022
The product is identified by Mercado Libre as first place in PiSA Food Supplements and is indicated “to control fluid loss caused by heat, exercise, physical activity, sport.”
We have already seen this case in which the confusion of a product due to its packaging design causes confusion with the controversial case of Tropicana, when the brand paid for the redesign of its logo and all its packaging, becoming the worst headache for the company, since what seemed to modernize the brand only became a lousy resource for brandingwhich led the consumer to stop choosing the product, since they did not identify it due to the appearance it had at the point of sale.
The design of a container is fundamental in the communication of the product at the point of sale and the relationship that these products have with the consumer sets a very interesting pattern of how the product should be thought of. branding to identify themselves to the consumer and not break that relationship.
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