Packaging Changes That Caused a Media Frenzy (And How To Avoid Being One of Them)


This week in the food industry, we’ve seen one company truly challenge the notion that ‘All press is good press’. Amidst a multitude of controversial things that are happening these days, who knew it would take a chocolate bar to really outrage the food market?

Earlier in the week, word hit social media regarding Toblerone reducing the size and shape of their iconic chocolate bars. And everyone is freaking out. The shift is reported to be a cost-cutting strategy for the company, as explained in a Facebook post in mid-October:

“[L]ike many other companies, we are experiencing higher costs for numerous ingredients. We carry these costs for as long as possible, but to ensure Toblerone remains on-shelf, is affordable and retains the triangular shape, we have had to reduce the weight of just two of our bars in the UK.”

Customers are irate about the change, and have taken to the internet to let their thoughts be known.

“Deciding to change your packaging should never be taken lightly,” says Phil Duncan, P&G’s Global Design Officer. Many big brands have gained either infamy or notoriety because of their packaging. Remember when Pepsi decided to try and target the breakfast crowd with Crystal Pepsi? Or, uh, any of these guys.

Packaging plays a huge role in your success. From compelling a customer to pick your product off the shelf, to being recognizable and reliable, to even having your packaging shared in social media images; there’s no doubt this is a pivotal part of any product company.

Check out these tips from successful brands to get you thinking smart about your packaging!