Down To The  Last Drop?

September 1, 2006
/ Print / Reprints /
ShareMore
/ Text Size+

Down To The  Last Drop?
By Robert McMath
Years ago, mustard manufacturers had a clever way of looking at their profit margins: “It’s not what you use; it’s what’s left in the jar!” At the time, mustard was sold in a glass jar with a base that was wider than its neck, making it difficult for consumers to access all of the jar’s contents.
And then came a plastic bottle suitable for packaging acidic products like mustard and ketchup; this advance allowed for the introduction of plastic squeeze bottles designed to make it easier for consumers to dispense the product. A number of relish and mayonnaise brands also went into these squeeze-type dispenser bottles.
But regrettably, while these bottles make it easier to dispense the product, they don’t make it any easier to access every last bit. I believe this packaging concept needs more work.
As it stands, air gets inside a squeeze bottle as it gradually empties, partially drying out the mustard in the package. This, in turn, makes it increasingly difficult to dispense. Add to that the fact that there is no way to get a knife or other utensil into the opening to dislodge the mustard that remains in the bottom and on the sides of the squeeze bottle.
Remembering the old saying about the “profit” for the mustard manufacturer, well, consumers resent paying for something they don’t fully use. (And my wife resents my incessant banging on the kitchen counter to get the squeeze bottle to expel the last drop.)
There is another old marketing saying that I hold in greater regard: “Build a better mousetrap, and the world will beat a path to your door.” To me, marketers should work to continually enhance their innovations. In this competitive climate, you’re never really done with your packaging improvements—especially if your customers are still fighting to get their money’s worth out of your “innovative” bottle.
The author, Robert McMath, has been a marketing consultant for more than 30 years. Through  NewProductWorks, he has advised major companies. He is the author of What Were They Thinking, a book chronicling the whys of product successes and failures. Contact him at 607.582.6125 or rmcmath@cs.com. Visit www.NewProductWorks.com

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

2/12/14 2:00 pm EST

Packaging Matters™: A study on packaging’s impact on shopping behavior, product satisfaction and trends in the global marketplace

On-Demand Packaging Matters™ is MWV’s study of the role of packaging in product satisfaction.  In its second iteration, the research has expanded to 10 markets: China, India, Brazil, Russia, Turkey, South Africa, U.K., Germany, Japan and the U.S. We study packaging because it matters to brand owners, retailers and consumers around the world. Packaging impacts shopping behavior, influences product satisfaction and motivates consumers in global markets in different ways.

THE MAGAZINE

Brand Packaging Magazine

brand packaging april 2014

April 2014

The April 2014 issue examines the topic of "Green Fatigue."  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe

THE BRAND PACKAGING STORE

BP_DG_2013Cover.gif
Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

More Products

SDG

STAY CONNECTED

facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.png