Doubling Happiness: Innovative Packaging and the Sharing Model

Coca-Cola is doing it. Stacy’s Pita Chips is doing it, and Orville Redenbacher has been doing it for a while. “Out-to-share” packaging design, adopted by the brands above, have appealed to their consumers’ desire to connect with others through sharing. From pop cans that spilt in half, to chip bags that transform into party bowls, ready to share packaging solutions are expected to be ubiquitous in kitchens and markets everywhere. In fact, an estimated 89% of consumers are expected to use more product with out-to-share packaging versus a product with traditional packaging.

       While easy to share goods are a win for the consumer, brands have a valuable opportunity to engage with their consumers throughout their consumption experience.