I’ve made a lot of ‘bonus’ packs and certainly a lot of ‘combo’ packaging. Most of the themes of these packs have been to convince shoppers to buy the main product. Clients will throw in an extra item to sweeten the proposition in relation to the competition. Who doesn’t want to get the drill bits for free when they buy a drill?
I saw something quite interesting the other day that puts a different spin on the combo pack concept. This bread mix by Carnation is after something else, or at least what I perceive as something else. They seem to be using their bread packaging to introduce and advertise another product in their line, Carnation condensed milk.
I have it on good sources that condensed milk, once championed by home bakers in previous generations, has waned a bit in popularity. Most recipes have been re-designed to work with other materials, so the little cans have been forced down to the lowest tier on the gondolas, and we all know what that means.
Carnation, though, not wanting to let a product die out is working hard to push condensed milk back in the spotlight. This combo pack is really a kit that reduces the need to hunt all over the store for all the components needed to make the bread, creating a one-stop impulse buy, perfect for endcaps, but more importantly, it slyly re-introduces condensed milk into baking.
Their packaging reflects the push to advertise the condensed milk by not only talking about it, but featuring the milk in its most common packaging. This creates product recognition for the next time the consumer is in the store. Condensed milk is basically fat and sugar, so the bread, when made, will taste extra sweet and tasty, so the gambit here is that consumers will consider the milk as necessary for a great loaf. They will remember the look of the can and the great taste it made, spurring them to purchasing more.
To make sure they hammer it home, they’ve even used the imagery of the can on the back panel when discussing directions, and on the front panel in the ingredients section, further re-enforcing the connection and brand imagery.
Sadly, I found this package in the discount area, so I guess this won’t be a line extension for Carnation this time around. If my assumptions are correct, this was a pretty dramatic push to re-invigorate a brand. It’s really amazing considering Nestle doesn’t seem to have a wing that normally creates cake and bread mixes, nor does Carnation seem to make anything like bread.