Viral Packaging Secrets: Stand Out in Both Digital and Physical Spaces
- Kitty Lai
- Mar 25
- 2 min read
Updated: Apr 4
Aiming to stand out in a crowded market place is a good goal, but if you want to take it to the next level - aim to go viral.
You've seen going viral in action. The funny cat, heartfelt, or unique videos that people like and get reposted hundreds of thousands of times. This phenomenon is called viral marketing. While there's no exact formula for how content gets viral, it's worth aiming for. Even if your packaging doesn't go viral online, at least it stands out on store shelves.
Brand packaging that went viral
It's hard to imagine how a product packaging can go viral, but these examples might give you an idea of what to do... or not to do!
⫸ Coca-Cola: Share a Coke with _____
In 2011, Coke launched personalised bottles and cans with names. This resulted in an 11% increase in sales volume. Seeing their own name or a loved one’s on a bottle created an emotional connection that encouraged consumers to grab it, perfectly aligning with the tagline.
⫸ Walkman: The Bottled Walkman
Instead of writing "waterproof" on the packaging, the brand took it a step further and packaged each unit submerged in a water bottle. This clever approach demonstrated the product's waterproof capability and provided a Walkman-branded water tumbler.
⫸ Fenty Beauty: Beauty for All
Rihanna’s makeup brand went viral with its inclusive range of foundation shades - and not just once, but twice! The first time was when an albino woman because she has finally found the perfect shade for her skin, and again when a user posted on social media how she creatively reused an empty powder container.
⫸ Dove: Body-positive packaging
While Dove’s intentions were good, not all packaging efforts resonated with consumers. This example serves as a reminder that even bad content goes viral, too, like what happened to Dove.
What you can learn from this
Aiming for virality can be hit or miss. You can make simple tweaks to achieve positive viral attention or attempt grand changes that may not resonate. While there’s no foolproof formula, there are strategies to enhance your brand's chances of going viral.
How you can try to go viral
Add a touch of personalisation: Customisation makes a product feel special. Brands that incorporate personal touches often see increased engagement and sharing.
Think outside the box: Don’t be afraid to be unconventional. Innovative packaging that surprises or delights can quickly attract attention.
Encourage customer engagement: Motivate customers to share their experiences with your product on social media. Create campaigns that incentivise sharing.
By using these strategies, you can improve your packaging and increase its chances of going viral.
If you’re ready to transform your packaging approach, reach out to ME and schedule a call today!
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