Isn’t the main function of product packaging—aside from preserving the contents— to entice the potential buyer?
If this is the case, why do I feel the urge to vomit when I look at a box of Stouffer’s Pizza?
Images on product packaging can speak volumes. Their purpose is to lure the consumer into buying something that looks so irresistible they can’t pass it up. Coca-Cola looks beautifully refreshing when an image of it splashing all over an icy glass catches your eye. A gleaming, pearly smile on a Crest toothpaste box persuades us to look our best. The gorgeous and voluptuous women on AXE body spray cans remind us of what we’re missing out on if we don’t buy that product.
So who dropped the ball over at Stouffer’s? The depiction of the preservative-laden pizza producer we see in the frozen foods section is an absolute disaster. The slab of pizza shown on the product’s box is a mess; the cheese is not melted, the crust looks waterlogged and the sauce is applied sloppily. If this is what they’re throwing out against the likes of DiGiorno’s and Freschetta, why waste the cardboard? While we’re at it, whatever happened to normal-shaped pizza?
Stouffer’s unorthodox marketing strategy apparently is to appeal to those consumers who enjoy gross pizza. There’s no other explanation for this foul play. I say fire the packaging department and start from scratch.