Bit by the Repackaging Bug

PepsiCo has caught it. Caught what? The repackaging/branding bug. First the Pepsi logo got it's own overhaul. Have you seen any of the leaked documentation with the rationalizations for the new logo design? Check it out here with Ad Freak. It's a little out there.

Then there was the redesign of the Tropicana packaging. This turned out to be not so successful with the loyal consumers. (See last post.)

And now Frito-Lay, a division of PepsiCo, is redesigning the packaging of their baked snacks. Read more here, NY Times. Everything needs to be spruced up now and again, and it's a great idea to target women with these baked snacks, since they are the main consumers.

In illustration of this, my favorite sorority sisters in college were 100% obsessed with Baked Cheetos. We're talking hit every grocery store in town to find them when the local Kroger was out kind of obsessed. They craved them non-stop and always seemed to be talking about Baked Cheetos. Something tells me the male population doesn't discuss their obsession with Baked Cheetos while at a bar sucking down a few rails.

While I think the packaging, looks pretty attractive, I'm a little curious on the cartoon women that will be adorning the print and TV ads. Personally, female cartoon figures aren't going to entice me to buy a product and I don't know if they are going to cut through all of the clutter around me to grab my attention. Not to mention they remind me of the little Red Bull gives you wings guy.

Back to the packaging itself, it's pretty visually pleasing, at least in the little photo in the NY Times article. I like that they are using neutral colors that can be related to nature, which I think ties in 'the better for you than regular potato chips and related snacks' idea. Not to mention, the bright yellow of the old packaging was a little harsh on the eyes, but it did standout on the shelf.

I'm finding the neuromarketing concept, used by Juniper Park very fascinating. I think it's a pretty interesting idea to look into the differences between women's and men's brains to adjust marketing tactics if you're going to specifically be targeting one segment over the other. This is definitely a topic I want to learn more about.

May this redesign fair better than that of Tropicana among those ever so important loyal consumers.