In a world of decreasing attention spans and over stimulation, capturing consumers' attention is not easy. With an overcrowded retail environment, the challenge of breaking out of the clutter is ever-present in the consumer goods world.
While product innovation is important to keeping consumers tuned in, packaging innovation is the trick to getting consumers to tune in. What better way to stand out on shelf amongst your competition than with an eye catching package? From alcohol to tea, manufacturers of a variety of products are differentiating themselves via creative packaging. What can we learn from these packaging innovation leaders? Read on to see some great examples of packaging creativity at its best.
Who's Doing It
Pisang Ambon Liquer
Lucas Bols B V in Holland have created a new fruit liqueur drink and an eye, and ear, catching package to go with it. As part of their promotion, the closure replicates a 
microphone. This ties in with a promotional neckhanger talking about online videoke. Now you really can use you bottle as your mike.
microphone. This ties in with a promotional neckhanger talking about online videoke. Now you really can use you bottle as your mike.Fruit Star Tea
Germany's Lebensbaum Ferdi's Fruchtstar-Tee (Fruit Star Tea) is a refreshing fruit tea mix for 
children. It is made from organic ingredients and contains no preservatives, artificial colors, flavors or added sugar. To appeal to children, the product is packaged in star-shaped tea bags. Two other varieties are available: Kicker-Tee (Football Tea) with football-shaped tea bags; and Kuschel-Tee (Cuddle Tea) with heart-shaped tea bags. Each pack also contains Ferdi stickers.
children. It is made from organic ingredients and contains no preservatives, artificial colors, flavors or added sugar. To appeal to children, the product is packaged in star-shaped tea bags. Two other varieties are available: Kicker-Tee (Football Tea) with football-shaped tea bags; and Kuschel-Tee (Cuddle Tea) with heart-shaped tea bags. Each pack also contains Ferdi stickers.Zubrowka Bison Vodka
In France, Zubrowka Bison Vodka is celebrating the winter season with the release of a seasonal vodka package with the ultimate accessory for the cold weather. The vodka comes in a glass
bottle, dressed with an Eskimo anorak “overcoat” with fur collar and an isotherm jacket. In addition to being decorative, the isotherm jacket is designed to minimize the environmental impact on the vodka.
bottle, dressed with an Eskimo anorak “overcoat” with fur collar and an isotherm jacket. In addition to being decorative, the isotherm jacket is designed to minimize the environmental impact on the vodka.Implications and Applications
At Pepsi, innovative packaging execution can be challenging. Given the complexity of our go-to-market system, executing one-off, out of the box packaging for an LTO or line extension, is not easy. But that should not stop us from exploring breakthrough, innovative packaging ideas and thinking about ways in which we can use our current system to get us at least part of the way to where we want to be.
There is no better way for our brands to bring exciting news to the LRB category and jump out in-store than to show off our creativity via packaging. Here are some interesting ideas to get us thinking about how we as an organization can break out of the clutter and make some noise.
1) Aquabet Kids Pack: The makers of Aquafina have taken their ABC's to a new level. Introducing Aquabet, a 26 ct Aquafina package, containing your favorite water in letter sh
aped bottles. Help your child learn his or her ABCs while staying hydrated or personalize your child's hydration experience by buying a 26ct pack with just the first letter of your child's name. Now drinking water is fun, educational, and good for you.
aped bottles. Help your child learn his or her ABCs while staying hydrated or personalize your child's hydration experience by buying a 26ct pack with just the first letter of your child's name. Now drinking water is fun, educational, and good for you.2) Diet Mtn Dew Green Label Gear: First, the makers of Mtn Dew brought you Green Label Art. Then Green Label Music. Now, the creative souls behind Diet Mtn Dew bring you Green Label 
Gear- a fashion label for the up and coming fashion designers. Diet Mtn Dew is offering an opportunity for rising designers to design clothing/accessories for a Diet Mtn Dew flavor LTO. Four designers duds will be featured, in a miniature version, on 20oz bottles of the Diet Mtn Dew LTO. Consumers can go online and order life size version of the same outfit for themselves. Who said you can't wear what you drink?
Gear- a fashion label for the up and coming fashion designers. Diet Mtn Dew is offering an opportunity for rising designers to design clothing/accessories for a Diet Mtn Dew flavor LTO. Four designers duds will be featured, in a miniature version, on 20oz bottles of the Diet Mtn Dew LTO. Consumers can go online and order life size version of the same outfit for themselves. Who said you can't wear what you drink?