Monoprix: an original communication

In a number of countries, the design of packaging is currently worked out with great care and enjoys creative elegance. Although France can be seen as still lagging in this field, and is clearly behind the US and the UK for instance, several French brands have engaged into this discipline and offer very interesting packagings. 

This is the case for the French retailer Monoprix. The Monoprix shops propose a family of packagings that benefit from an original design with a modern graphic line, and that has the distinctive characteristic of carrying funny messages printed in changing fonts, sizes and colors. Collectors will definitely need to buy a same product again and again, until they get the whole range of packagings and messages, or unless their cupboard gets full before that…  

But more interesting is their new billboard campaign that turns packaging into the new star, and invites the spectator to come and see the commercial website. This concept even led Monoprix to exhibit a giant potato canned food in front of the Beaubourg modern and contemporary  art museum ! This innovative communication does not provide any information about products, but the packaging is telling a story, the story of a strong brand.

Packaging trends analysis : the importance of packaging in brands strategy and their sensorial universe.  

Packaging has departed from its original functions of protecting and identifying the product content. 

No longer a « box » in customers’ eyes, packaging has gained the sensitive and priviledged position of marketing tool, and is now considered as central to the strategy. 

Indeed, it became patent in many innovative strategies deployed recently, that packaging has a role in conveying the brand’s message and identifiers. 

Furthermore, marketers and product designers see it as a true complement to the very product, through the « experience » that it can offer to customers’ senses, be by the mean of a real sensorial experience (fragrance, visual, touch), or through more psychologic influence through suggestion and imagination. 

Customers do not buy anymore « what is inside » only, but more than that, an experience which goes beyond the purchasing act...