By Pauline Hammerbeck

 

2011 will go down as the year that social media went mainstream for CPG brands.

 

Everyone dove in, reallocated budgets and dug into social networks like Facebook, inspiration/sharing sites like Pinterest, and everything in between, in pursuit of of a "like" or a "follow."

 

But when does social media's greatest strength become overload for those who have hundreds if not thousands of equaly "liked" brands coming through their streams? And, more importantly, is a "like" all you really want for your brand?

 

The packages we've included in Design Gallery, our 2011 package design annual, are a cross section of brands, categories and material types that have two things in common:

Consider the mashup between Method and Disney, which uses the beloved image of Mickey Mouse to underscore the importance of using sustainable cleaners (and creates a beautiful sink-side companion to boot). Or Diet Coke's limited-edition fashion can, which takes a giant, glammed up version of its logo to create fashionista-approved badge value for the package.

 

There are dozens more examples in this 2011 package design annual and what ultimately is a collection of brands using packaging to create engaging little moments and feelings that can only be described as something more than affection.

 

What's not to love in that?