Nancy Brown

Contributor

For its organic mayo, Unilever preserved the Hellmann's blue ribbon equity, but made it much smaller.

Classic brands are going organic. Will consumers go for the change?

To compete with niche brands offering better-for-you products, mainstream CPGs are rethinking their products and packaging to convey greater authenticity and quality.

Ben & Jerry’s Salted Caramel Brownie Brown Ale, a collaboration with New Belgium Brewing, combines the visual assets of both companies to appeal to ice cream and beer lovers alike.

Master the art and science of the brand stretch

Build brand awareness, enhance brand credentials, drive incremental usage among loyalists, and attract new users by stretching your brand into new and different areas.

Ageless and timeless: packaging for boomers

As the Baby Boomer population grows, brands relevant to their demographic use youthful packaging that highlights health and wellness, without emphasizing age.

ROLE MODEL. Recent movies such as The Hunger Games and its heroine, Katniss Everdeen, have helped shift gender stereotypes, resulting in the introduction of new weapon-like toy products for girls.

Ready, (re)aim, fire: Targeting new audiences through package design

Mom is no longer the only consumer shopping the retail aisle. Changing consumer demographics mean brand owners must rethink their packaging to hit a new bull’s-eye.

More from Nancy Brown

One of the most cherished icons of Christmas, Santa Claus, was actually a marketing creation of the Coca-Cola Company in the 1930s.

To every brand, there is a season

Find creative new ways to celebrate holidays, seasons, and special occasions through your product and packaging to keep your brand top-of-mind all year long.

When it comes to package design, 'Keep it simple, stupid'

CPGs forge emotional connections with consumers through products that contain minimal ingredients and streamlined packaging.

Farm-to-fork product names just say it like it is. Take, for example, Ronnybrook Farm milk, from Ronnybrook Farm Dairy in the Hudson Valley

'Farm-to-fork' drives consumer packaging

The consumer trend toward locally grown fresh food has infiltrated the mass market. Learn how to utilize your packaging to convey premium, farm-fresh authenticity.