An analysis of the history of packaging: its evolution and the strategies adopted by global brands in the food industry.

Abstract

Deep dive on the history of packaging: its birth and evolution from a mere functional purpose to a powerful marketing and communication tool of the brand identity of a company. This study analyses the design and concept innovation of packaging on the food industry over time and how companies have developed their strategies to address these changes and which criteria have taken in consideration. We take as an example Barilla; its packaging evolution and we compare it to other major global brands (Oreo and Coca Cola). Another key topic under examination is the comparison between the global packaging approach versus the local one. We discuss the differences between these approaches and the factors that drive the strategy choice among the food & beverage companies. Moreover, same companies may use different approaches according to the markets they operate in, therefore, we can see the rise of what is defined a GloCal packaging strategy. Again, we take as example Barilla, and in this case, we compare it with PepsiCo’s and Nestlè. Lastly, we explore the new trends reshaping the packaging industry and how they will “change the game” over the next years.