Marketing Genius from Maple Creative


Marketing tips, observations & philosophy, plus a few rants and random musings - from those who practice, preach and teach marketing, research, advertising, public relations and business strategy.

Thursday, October 06, 2005

Crazy about Ketchup's a great condiment. I put a ton of it on burgers and fries. What does this have to do with marketing? One word... packaging. How many of us have gone through the drive-thru, ordered fries and received those annoying little packets of ketchup? Let's face it, it's hard enough to eat and drive, but let’s add ripping open tiny packets to the process. And where exactly are you supposed to put it, on each individual fry or do you just squeeze some in your mouth? You might tell me to eat the fries plain, but for a ketchup fan like me it's not the same.

After complaining about this problem to my husband, he said "Wouldn't it be great if ketchup came in those little dipping sauce containers?" Ding, ding, ding, we have a winner! How convenient would that be? It wouldn’t be as messy and you wouldn’t have to worry about causing a 4-car pileup. A lesson for all marketing professionals - packaging is very important! Packages need to be convenient and easy to use, no matter what the product is inside. Some companies have already learned this lesson, bravo to Smuckers who now puts jelly in a squeeze container!


Blogger Jen said...

As a fellow KETCHUP LOVER, I second the motion for a dippable container. I am a dipping queen...I dip bread in the house dressing at Olive Garden, pizza crust in marinara (the thought of plain dry bread grosses me out), and strawberries in chocolate pudding...the list goes on and on.

It's nice to know that there are dippers out there just like me. (And that they won't risk eating a french fry without ketchup...)

9:07 AM


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