Animals And Packaging

14/06/2013 14:25


Marketers have long used animals to make an emotional connection with their customers or hint at certain qualities that they want consumers to associate with their products. Think about the Energizer bunny, for instance. We have all come to associate Energizer with this animal over the years thanks to the advertisements that have shown the two items side by side. Though rabbits are not known to live long, when the ad tells us that Energizer batteries keep going and going, few of us raise any objection. This is probably because we (men included) have developed an emotional attachment with the cute bunny in a vest and black shorts. The emotional bond becomes even stronger when animal in question has a name and a story behind it. Making the animal a character in a story humanises it and makes it easier to relate with. The Energizer bunny ran a marathon against other inferior bunnies and won. This was a master stroke as we all want to be associated with winners.

Freddo was the product of such an attempt to give animals human characteristics and emotions so that consumers will want to relate with them consciously or unconsciously. The smiling frog is very inviting, especially in the eyes of children who are probably the main target of the product’s manufacturers. To portray the energy-giving qualities of the dairy milk chocolate, the frog is appears full of energy and vitality. We also know of these amphibians’ ability to hop about energetically. Frogs can be frightening creatures for kids, especially when found in places they shouldn’t be. To temper this negative quality the frog in question is not only given a name and human features, it is dressed in a yellow shirt and purple trousers. Its webbed feet are hidden in flat shoes. Kids love colours and will naturally be attracted to a smiling, friendly frog dressed in such extravagant colours.

Animals are also used to appeal to men. A number of beer producers use lions and other such animals known for aggression and strength on their packaging to communicate these qualities to potential buyers. Whenever you see an animal on a package, know it’s not there by chance, somebody spent sleepless nights wondering how to best capture your attention and came up with that lion or bunny.