Promotional packaging has become one of the most effective marketing tools for the package goods industry as the cost of media and other communication vehicles skyrocket and the range of offerings at retail explode. For marketers, the key question is “Are you getting the most out of your onpack promotional activities?” Package flashes are one of the most effective tools to communicate a key consumer value message; however, few organizations understand the most effective ways to design promotional flashes on packaging.

The following questions will be answered in this document:

• Identify how consumers interact with packaging and on-pack communication.
• Define how to best leverage this learning for the use of promotional on-pack communication, namely:
  • To explore the relationship between the positioning of copy and pictures on different sides of a pack, and the recall of those elements
  • To define the best way to leverage promotional on-pack flashes
  • To identify a series of rules that could be applied to packaging by their packaging and promotional agencies

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