Box Vox

packaging as content

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June 23, 2011

Containing a Product / Supporting the Troops

Necco-Srixon
WD-40-single

We recently needed a can of WD-40 and the one we bought turned out to be one of their limited edition series of collectible cans to honor American military forces. It made me wonder about this kind of “Support Our Troops” packaging.

There were lots of companies during World War II that made “supporting the war effort” a key element of their advertising. (See: Life Savers at War) Today, I expect, few of our transnational, global corporations would want to be closely associated with any one side of a conflict. Not when there’s so little political consensus and even terrorists are potential customers.

As a marketing strategy, “Supporting the Troops” is similar to other ethical marketing causes. A portion of the proceeds of each purchase are supposed to benefit the troops.

Necco’s “Red White & You” Sweethearts candy, the benefit is delivered via the USO:

As part of the program, New England Confectionery Company donated  Sweethearts for every Operation USO Care Package sent from June through August. Candies were printed with heartfelt sayings like “Miss You,” “Brave One” and “Home Safe.”

Schneider Associates

Srixon Golf Balls also “teamed up” with the USO:

Srixon, a world leader in golf club and golf ball technology, is proud to announce that in support of our troops overseas and the sacrifices they and their families have made in service to our country, Srixon has teamed up with the United Service Organization (USO) to give back to our troops.  From July 1, 2010 through December 31, 2011, we will be donating 5% of net proceeds from the sale of Srixon camouflaged packaged golf products and accessories or those featuring the USO logo, to the USO.

Srixon Blog

WD-40’s troop support proceeds go to three different charities:

Crown Aerosol Packaging North America, a business unit of Crown Holdings Inc. and WD-40 Company are launching a limited edition series of collectible cans to honor American military forces. The series consists of four different designs: three depicting air, sea, and land themes and one combined graphic showcasing all five military branches, including the Coast Guard.

WD-40 Company will donate 10 cents per can purchased to three military charities: Armed Services YMCA, Wounded Warrior Project and Veterans Medical Research Foundation. Crown will also make a donation to each of the charities.

Package Design Magazine

Sometimes, even with the most charitable intentions, a package design can be disturbing.

(Packaging that attempts to honor “the fallen”, after the fold…)

GreenBeansCoffee
This coffee bag concept by Horea Grindean, for example, comes with a similarly “supportive” sales pitch:

HONOR FIRST, COFFEE SECOND!
Why Army uniform? Because a portion of Green Beans Coffee proceeds is donated to charities that help military families and children of the fallen.

via: Packaging of the World

But, as much as we like to see anthropomorphic packaging, these headless, uniformed packages are a bit too reminiscent of body bags to seriously sell much coffee. I don’t know. Maybe that’s the whole point, but since Green Bean Coffee really does seem to be serious about this type of marketing, this idea (which I don’t think was ever actually produced) seems a little tone deaf.

Randy Ludacer
Beach Packaging Design

 

 

 

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