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How to Eat a Gourmet Pretzel?

Utilizing humor in product packaging can be a highly effective strategy in sales and marketing for several reasons:

  1. Attracts Attention: Humorous packaging stands out on the shelves, catching the eye of potential customers. This can be particularly effective in crowded marketplaces where differentiation is key.
  2. Enhances Brand Personality: Humor can help shape a brand’s personality, making it appear more approachable and relatable. Brands with a sense of humor often seem more human and less corporate.
  3. Increases Memorability: Products with funny or witty packaging are more likely to be remembered. This increases brand recall is essential for repeat purchases and word-of-mouth marketing (WOM).
  4. Facilitates Emotional Connection: Laughter and humor can create positive emotions, which can be associated with the brand. This emotional bond can foster customer loyalty and advocacy.
  5. Encourages Social Sharing: Humorous packaging is more likely to be shared on social media, providing free advertising and reaching a wider audience. This can be particularly beneficial for viral marketing campaigns.
  6. Differentiates from Competitors: In markets with similar products, humor can be a key differentiator. It can turn a standard product into something unique, giving a competitive edge.
  7. Improves Customer Experience: Shopping can be a mundane task for many. Humorous packaging can enhance the shopping experience, making it more enjoyable and engaging for the customer.

However, it’s important to note that humor needs to be used judiciously. What is funny to one demographic may not be to another, and there is always a risk of humor being misinterpreted or offending. Understanding the target audience is crucial in successfully leveraging humor in packaging.

Humor in Product Packaging

On Tuesday, I took a whirlwind trip from Indianapolis to Tampa to Atlanta and back to Indianapolis. There was no time to visit friends or family (I didn’t even call them to tell them)… just a meeting and back in the air. Our flights were made with Airtran, and I was pleasantly surprised.

Perhaps the greatest part of the flight was reaching down in my tiny bag of complimentary pretzels and reading the package:

Airtran Pretzels

I’m a sucker for clever advertising and got a kick out of this one!

Douglas Karr

Douglas Karr is CMO of OpenINSIGHTS and the founder of the Martech Zone. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

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