Throughout the years, Packaging has changed several times throughout the years. Most companies change their branding/packing due to market trends, brand image updates, adapting to consumers preferences and to remain competitive by refreshing their designs so their products can stand out when in stores. Sometimes, its a problem with the way the product functions or how consumers use the product because the goals is to keep the consumer satisfied.
Some companies have to adapt to making their products more sustainable and would have to either rebrand to match the eco-friendly branding.
Coca Cola switched from Glass to Plastic in the mid-80’s, the company’s attempt was make the environmental safe. Around that time an environmentalists spread the word about the need to conserve for the environment. But now in todays time, plastic was not exactly the most environmentally-friendly choice. Glass is 100% recyclable without losing quality. However, Plastic can not be recyclable endlessly but it is less environmentally damaging than glass bottles. Coca Cola also had their labels embedded onto the glass bottle, now they use a label that is put over the plastic bottle. Not only did they change their bottles and labeling but they made these changes to bring in a different target audience.
Here is a history timeline of how packaging changing throughout the years.
- 1817- During this period, the first commercial paperboard box was developed in England.
- 1890-Robert Gair devised the concept of the paperboard folding carton. It was invented after a metal rule that was used to fold bags changed its position and cut the bag. Later, he found that by slicing and folding paperboard in one operation, he could produce prefabricated cartons.
- 1896- National Biscuit Company (NABISCO) was looking for a better and attractive way to package their crackers. They came across Gairs folding cartons and started utilizing it. They ordered the production of 2 million units. This led to the birth of the folding cartons as ideal packaging material.
- 1906- Kellogg Company became the first entity to use cardboard cereal cartons for packaging.
- 1926- Eckert and Ziegler patented the first commercial modern plastic injection molding machine.
- 1934- The year is known for liquid packaging breakthrough with the invention of the Gable-top milk carton.
- 1940-1949- Frozen food packaging idea was introduced.
- 1959- The first pop-top aluminum can was produced by Ermal Fraze.
- 1960- For the first time cans were available widely that led to the expansion of the soft drinks market.
- 1970-1971- The recycling symbol was introduced. It was designed in 1970 by a student Gary Anderson. This symbol came as an entry for a graphic design competition held by the Container Corporation of America.
- 1996- UK Food Labelling Regulations of 1996 was founded. The act introduced fundamental requirements to all food packaging entities in the UK. Food must be branded with the original name, percentage mark of specific ingredients, use before date and storage conditions.
- 2012- David Edwards, a Harvard Bioengineer founded WikiFoods Inc. The company specialized in edible packaging such as fruit juices, yogurt, ice-cream and other items.
In the early 1900’s, the emergence of plastic changed the whole scenario. It became a primary packaging material all around the world. And in the early 2000’s, the United States Environmental Protection Agency(EPA) formulated strict rules for businesses to combat environmental impacts. These laws forced companies to find sustainable materials. This changed everything.
Sometimes, Packaging can change for the worst especially when the company is fully established and it is well known for its specific values and messaging. For example, Tropicana is well known for its orange juice and its specific packaging but they decided to make a change and change their packaging. Their consumers were not happy about the new branding packaging.
