Today, in the world of packaging design the competition is fiercer than ever before and will continue to keep on growing. This constant competition, I learned on the Package Design website, drives the need for change; the need to continue to evolve with the consumers and stay up to date. This kind of change can be dangerous though if not carried out perfectly. A company may want to take a lengthy time when making designs or redesigns for the packaging of its products. The packaging is what is most recognizable to consumers, so a drastic change to a brand, that hasn’t quite established itself yet, could cause the company to lose recognition. However, well established companies must keep in mind that change can be a good thing, and if done correctly, will help in the long run. To understand how to do this I figured it would be best to look at companies that have stood the test of time, and are still wildly successful, even after changing packaging designs numerous times over the decades. I have decide to focus in on Oreo. I’d like to take a closer look at how they have changed their packaging over the years and still be able to be recognized world-wide.
Did you realize that the Oreo cookie has been around for over 100 years? You might have since a few years ago, they came out with a large ad campaign about how the cookie came before things such as Pac-Man (1980), the first man on the moon (1969), and even the yo-yo (1928). Oreo even created a special “100th Birthday” logo 2012. So, in 103 years (Oreo started in 1912) you can image just how much packaging has changed. The packaging has changed several times over the last century but the cookie itself, which is adorned with a fancy imprint, has only changed twice. “Celebrate 100 Years of Oreo with a History of its Marketing” is an article on business insider, gave great information about the transitions that Oreo has gone through.
Even though Oreo has undergone a large amount of transitions as far as its packaging goes, their are key similarities that are seen in every design such as a large Logo and a visual of the actual cookie itself. The cookie hasn’t changed in that last 100 years so Oreo has used that as a key identifier for its consumers. Its fun to see a company grow and change over the years but its strange to see that, it actually wasn’t the product that has changed, just the packaging of the product. Oreo has done a wonderful job in the last century at marketing and branding, I think we can rest comfortably knowing that Oreos won’t be going anywhere anytime soon.