Less than 10 years ago, writing “milk” on an average American grocery list meant one thing: a gallon of conventional white milk. Today when you open a refrigerator door you are likely to find a variety of dairy products: organic milk, lactose-free milk and flavored milk in the refrigerator at all times.
Dairy brands are well aware of consumers’ thirst for variety and have responded with an ever-expanding range of natural and value-add options. But with so many choices, how do brands get noticed and into consumers’ shopping carts?
The answer is to use the package to break out of the sea of conventional milk. For years, an eye-catching label helped brands stand out, but emphasis was on just communicating fat content: whole, skim or fat-free. Today, savvy dairy marketers are employing on-package storytelling, labels promoting occasion-driven consumption and unique carton sizes to drive emotional, visual and practical appeal for their products.