Storytelling packaging is just one of the ways which businesses can utilize to grasp consumer attention and set their product apart on the shelf. Male grooming brand Harry's has playfully embraced this concept and created a range of quirky, highly engaging and quite nostalgic storytelling packaging designs.
The motif comes in the form of Bazooka Joe-style comic strips and the aesthetics borrow from "1950s confectionery advertising." The fun-loving design is geared toward branding Harry's 'Mystery Item' program, which is essentially a package with an unknown item that shoppers have the opportunity to buy simply for the thrill of the reveal. Each comic strip that is apart of the storytelling packaging playfully hints toward what is inside.
What's Driving This Trend
- Storytelling Packaging
- Disruptive innovation opportunity: Businesses can use storytelling packaging to engage consumers and differentiate their products.
- Nostalgic Design
- Disruptive innovation opportunity: Creating packaging designs that evoke nostalgia can create an emotional connection with consumers.
- Mystery Item Programs
- Disruptive innovation opportunity: Introducing mystery item programs can add an element of surprise and excitement to the shopping experience.
Who This Affects Most
- Male Grooming
- Disruptive innovation opportunity: Male grooming brands can incorporate storytelling packaging to enhance brand image and appeal to consumers.
- Confectionery
- Disruptive innovation opportunity: Confectionery brands can draw inspiration from 1950s advertising to create nostalgic packaging designs.
- Retail
- Disruptive innovation opportunity: Retailers can introduce mystery item programs to generate excitement and increase customer engagement.
