Dec 11, 2024
Chaos Packaging: Rewriting Packaging Design
Increasing numbers of smaller, social-media savvy brands are choosing to package their products to look like something else. Disruptive packaging has become a tool to stand out in competitive markets. This revolutionary marketing strategy transforms ordinary product packaging into attention-grabbing surprises, challenging traditional design norms across the UK grocery sector.
Understanding Chaos Packaging: A Marketing Revolution
The strategy of putting a product in packaging consumers would not typically expect has been labelled “chaos packaging”. The term was coined by California-based marketing consultant Michael Miraflor, who said the technique spanned a range of industries. “New brands are disrupting their categories by using unexpected packaging. Savvy brands and their founders have found ways to leverage interesting and delightful, or sometimes confusing and chaotic packaging that can earn free media in the industry. It gives consumers something to talk about and share at a relatively low cost.”
Chaos packaging is more than a design trend—it’s a strategic approach that disrupts consumer expectations. By placing products in unconventional containers, brands create visual and cognitive surprises that generate curiosity and social media buzz.
We Are Flo: Tampons in Ice Cream Tubs
Here We Flo sell their organic tampons in biodegradable ice cream tubs. Co-Founder Tara Chandra said their packaging can cause more chaos than intended because, sometimes, people accidentally put the product in the freezer.
“I, personally, really crave ice cream when I’m on my period and know that a lot of people do,” said Ms Chandra. “We thought it would be funny to package the item like this as a nod to period cravings.”
Potts’ Gravy Cans
Potts’ took inspiration from the craft beer market, packaging their gravies and cooking sauces in beer-style cans. This innovative approach not only increased recyclability but also helped them expand from a small kitchen operation to major supermarket shelves, demonstrating chaos packaging’s potential to drive business growth.
There are clear benefits to chaos packaging: increased brand visibility, memorable consumer interactions, and cost-effective marketing to leverages viral potential. But choosing this type of disruptive packaging isn’t without challenges. Brands must ensure the packaging doesn’t overshadow product quality and the surprise element remains genuine and meaningful. As more brands like Moschino (perfume in cleaning product bottles) and No Normal Coffee (coffee in tubes) continue to experiment, is chaos packaging evolving from a challenger brand trend to a marketing strategy?
Whether chaos packaging is the next big thing, just a fad or more likely an occasional option in the brand building tool kit, time will tell. It is not new; challenger brands have often tried to disrupt packaging norms. It does magnify that we are all relentlessly searching for new ideas that will help our brand stand out from the crowd.
It will not change the fundamentals of brand building. It might be useful for some brands, less so for others. It is never one size fits all. Three possible outcomes:
- It is a firework. A ‘gimmick’ that amuses or grabs our attention but adds little value to the consumer experience. If it prompts trial and the product experience is amazing, this might be worth the effort, and it can become meaningfully distinctive over time. An average product experience = a short-term curiosity…
- It adds value. Beyond disruptions it has a raison d’être – it is more convenient or easier to dispense etc. Consumers see a value in it and, subject to product experience, this increases brand engagement.
- An icon. Very, very occasionally brands defy logic and create something beyond their product or function or basic identity. This is rare, impossible to predict or do on purpose! Even then without consistent and engaging brand investment any advantage is unsustainable.
Our big brand question is whether a ‘can’ or ‘ice cream carton’ fights, supports or re-imagines the semiotics – the deep unspoken, unconscious cultural truths – of the product and category in a way consumers will understand, accept or love! Chaos packaging could end up being disruptive but lacking cultural salience.
At first glance, We are Flo risks being in category 1, but its opportunity might be that the pack is a subtle transgression against the dated category taboos – fun could be empowering in this context and unlike a typical tampon pack, it is less likely to be hidden away. The challenge: whilst consumers are increasingly reacting against decades of being made to feel embarrassed and secretive about the category, there is an underlying need to deliver confidence through efficacy and credibility. Will this pack get the right balance of a disruptive, fun transgression and the deep, subconscious category truths?
If Potts’ Gravy’s product is high quality, this is interesting. It could just get into category 2. We like the functionality and solidity of a can in a category context, versus a plastic carton or one of those squashy gravy pouches. The ease of recyclability supports this. It has potential stand out and could build mental availability. Good partnership with HP to build credibility. The challenge: gravy is all about appetite appeal; home cooked; family dinners; piping hot; rich flavour; the foodiness of gravy. Can a ‘can’ deliver these benefits when we (simplistically) associate it with cold, fizzy refreshment and often being on the move?
Time and the consumer will answer these questions. But challenging categories is #whatbrandsdo and we love the chutzpah of these initiatives.
