Nine out of 10 new products fail.

And yet, some elite brands consistently defy this trend. How? Winning brands use packaging as a cornerstone of their success strategy. It all begins with one differentiation: packaging as a verb versus packaging as a noun.

We believe in the former.
The expertise within our team consistently earns a seat at the table when brands consider line extensions or specific new packaging types. It’s true that if you only have a hammer, you might choose a nail, which can be problematic in achieving brand objectives with demanding consumers.
It surprises me how often packaging is treated as an afterthought. Consider three reasons why brand owners should consider packaging as a core part of their success strategy:
  1. The medium is fundamentally part of the message sent to customers.
  2. It helps narrow down feasible and scalable solutions if consumer demand increases.
  3. It offers the least painful exit strategies when returning to the drawing board and provides key insights to overcome common challenges.
The expertise within our team consistently earns a seat at the table when brands consider line extensions or specific new packaging types. It’s true that if you only have a hammer, you might choose a nail, which can be problematic in achieving brand objectives with demanding consumers. Let’s dive deeper.

1. The Medium is the Message

Packaging is never neutral.

Even small changes can make or break consumer trust. Just ask Heinz, whose classic glass ketchup bottle once felt untouchable… until squeeze bottles came along and proved everyone wrong.

Consider categories like tissue boxes and functional drink packets, where the line between the product and its package is razor-thin. Without packaging, there’s no product experience.

That’s why our team often gets invited in early, when brands are first considering a line extension or new format. In these conversations, I’ve seen outcomes unlocked because packaging is part of the product marketing cycle from the beginning. Using packaging as strategy enables businesses to:

  • Maintain brand equity across formats (individual units, cartons, master cases)

  • Balance convenience and budget for different use occasions

  • Launch with packaging that scales smoothly if demand takes off

Let’s face it: unexpected success is still a problem if you can’t meet demand. Scaling packaging formats can involve everything from mold redesign to rollstock compatibility. If you haven’t planned ahead, those changes are expensive and slow.

2. Scaling Smarter, Not Harder

Any company, regardless of size, can be caught off guard by unexpected demand for a newly launched product. To navigate these challenges, brands should anticipate potential scaling requirements and ensure the chosen packaging solution is suitable for a transition. This often proves to be complex, which is why collaboration between packaging and marketing professionals is essential from the initial packaging designs to global mass production. This could entail considerations such as cavitation of injection molds or ensuring that print quality on narrow rolls can be replicated on larger formats.
By adopting this strategy, brands can mitigate costs associated with modifications needed after receiving consumer feedback. Suppliers and contract packagers need to understand that expansion capabilities must align with specific metrics to meet potential demand.

3. Prepare Exit Ramps

Not every launch proceeds according to plan. That doesn’t mean it’s a failure. (In fact, I don’t believe in failure — but that’s another topic for another bl0g). However, brands need a plan.

When we support a launch, we always build in flexible paths for scale or adjustment. That might mean delaying large equipment purchases until demand crosses a threshold, or using packaging formats that can be easily tweaked if feedback points you in a new direction.

The best packaging strategies protect your budget and your optionality. They let you course-correct without scrapping everything.

What happens when you build in flexibility? Insurance, for one. We are all aware of the costs tied to projects that fall short of initial expectations. Our team incorporates exit ramp methodologies into launch plans and mass expansion strategies. Understanding costs when large-scale production isn’t necessary is crucial. This approach encourages us to delay investments in new facilities or equipment until certain demand thresholds are met. By doing so, brands can make necessary adjustments to the packaging or product and potentially succeed in future rollouts. There is no such thing as a failure; instead, it provides critical insights on what doesn’t work. We support our brand clients in adopting this philosophy by designing flexibility into many of our sachet and stick solutions.

If your brand has ever faced challenges launching, scaling, or rethinking a product, I’d love to hear how packaging played a role — for better or worse. I look forward to hearing from you about how you transformed challenges into opportunities through intelligent packaging. The most successful companies harness great packaging talent, and I am proud to be part of an industry filled with such gifted professionals. C’mon, ping me!

-Neil Kozarsky, CEO

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