Secondary packaging: snore or artform?

Secondary packaging. Snore, right? Boring boxes. Catatonic cartons. Well, not if you're champagne brand Veuve Clicquot.

They have turned secondary packaging into an artform and this has played an important role in making the most stylish champagne. More importantly, its also helped them become the world's number 2 premium champagne, with a 23% share of the all-important US market.

On New Year's eve I tried out the box that turns magically into an ice bucket, and it actually works! A remarkable bit of packagaing design, with plastic seals to make it watertight. The Paint Box has four mini bottles in a funky yellow ice bucket that looks like a paint can. And the limited edition version of La Grande Dame by Andre Putman would make the perfect present for someone (very) special.

What more could you do with your secondary packaging to build you brand and business?

Comments

[Jonathan Brown]

Have you seen Veuve's latest designer collaboration - again doing their best to ensure the design is both visually compelling and also in some way funcitonal.

http://publicis-dialog-beam-team.blogspot.com/2008/04/veuve-cliquot-karim-rashid.html

They set the standard in the drinks business when it comes to designer collaborations that generate PR.

[David Taylor (brandgym)]

You make a good point Chris. What is so clever is that VC use not only visual design, which I've seen many times. They also add funationality into the packaging, and it does work. A carton that turns into a truly water-tight ice bucket...that's smart!

[chris]

Fully endorse the comments re Veuve Clicquot- very impressive brand stand out and development of usage occasions thru the innovative packaging concepts. Not only do they look good -they work!