Blogging Out Loud

Connecting You with the Latest Marketing Tips and Trends.

Cracker Jack Kids.

Innovations in packaging and technology keep big kids buying.

You can make an old trick new. Adults feel loyal to brands that maximize packaging and offer rewards, similar to the products of their youth.

Now that I’m old enough to know how these things work, I can begrudgingly give credit to the genius who insisted on “a prize in every box” of Cracker Jack. When I was younger, I thought that prize was made just for me (OK, and occasionally my little brother), a small token of appreciation that seemed to say, “Gee, you’re special.” The same went for those tiny comics that had me smackin’ Bazooka Bubble Gum, the games and toys in McDonald’s Happy Meals, the treats at the bottom of the cereal box. I didn’t, yet, think of myself as a consumer. And I certainly didn’t think of myself as having brand loyalty (although I surely did, as we’ve been told for years that most kids do). Yet, I see it so clearly now — how my preferences were shaped, how that little something extra made a big impact and, in the end, a big difference in how and what I buy. It’s a quality I seek out — and practically expect — today. Whether it’s a handsome recipe card included in a box of pasta or smartly designed grab-and-go yogurt; I’m inclined to choose the brand that gives me more, ’cause, I am special.

Maybe I’m just blogging out loud, but it seems as if there’s a new “prize” in town, and Cracker Jack Kids — even if we’re all grown up — are still the target demographic.

Take, for example, some of the brilliant innovations in wine and spirits packaging. Labels like these are a wine lover’s dream. How often have you had a great bottle of wine, only to go to the store the next day and not remember the name? Or worse, served an expensive bottle that was too cold or too warm. Packaging that allows consumers to peel away a portion of the label to help them remember the product they love, or that has a built-in temperature gauge (Coors Brewing Co. is doing this, too), sends a powerful message: Not only do we care about your business, we care about your enjoyment of this product, and we hope you’ll buy it again. In a saturated marketplace, a message like that can go a long way.

So can tapping into the Smartphone market, which is — no surprise — booming. Pew Research Center in Washington recently found that “40 percent of American adults (18 years or older) use their cell phones to surf the Internet, check their email and instant message.” Companies such as WiMO Reality are taking advantage of this, and it’s no surprise that the brands taking advantage of WiMO (TNT is promoting season two of HawthoRNe on packaging of Sony Pictures DVDs). In simple terms, WiMO is a Smartphone application that allows users to scan an image (using their phone’s built-in camera lens) off a product’s package (or any printed materials) that then connects to virtually any type of content that is imaginable, from promotional tools and exclusive content, to instructional and music videos, to locating the nearest place of purchase. It’s timely and smart, not to mention fun and entertaining, hallmarks of all good toys, hallmarks of all good packaging extras to capture the interest of Cracker Jack Kids.

The packaging has changed, but the concept has not. Companies still need to make the most of their product, while consumers — from little kids to Cracker Jack Kids — want it all, and then some. I rarely indulge in the excesses of youth, but when I do, you better believe I go right back to the brands I grew up on, and no, I never share.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: star5112
Advertisements

About JJ Nelson

Freelance blogger for Vertical Marketing Network; food writer; bartender.

34 comments on “Cracker Jack Kids.

  1. thebestmates.com
    August 26, 2014

    Remarkable! Its actually awesome paragraph, I have got much clear idea
    on the topic of from this paragraph.

    Like

  2. Fran Purkett
    December 25, 2013

    I for all time emailed this webpage post page to
    all my associates, because if like to read it next my friends will too.

    Like

  3. Geld verdienen online
    December 8, 2013

    Hello just wanted to give youu a quick heads up and let you know
    a few of thee images aren’t loading correctly. I’m not sure why but I thihk its a linking issue.
    I’ve tried it in two different internet browsers and both show the
    same results.

    Like

  4. Tandra Manning
    September 6, 2012

    I got what you intend, appreciate it for putting up.Woh I am thankful to find this website through google. “The eye of a human being is a microscope, which causes the world seem bigger than it really is.” by Kahlil Gibran.

    Like

  5. Nice weblog right here! Additionally your website a lot up fast! What host are you using? Can I am getting your affiliate hyperlink to your host? I wish my website loaded up as fast as yours lol

    Like

  6. Radiant Rose
    March 11, 2012

    Hello, I want to ask for you, how long you have been a writer, thanks for answare

    Like

  7. I just browse through the entire article of yours and it was quite good. This is certainly a nice article thanks for giving out this informative information. I will visit your blog regularly for a few brand new post.

    Like

  8. Pingback: Back Talk: Have You Gone QR? « Blogging Out Loud

  9. Rakesh
    September 11, 2011

    Hey, your post Sounds ineteresting to me. Do you write guest posts (paid) for blogs ? Reply to this comment or shoot me an email, I will check back this post again after 1-2 days.

    Like

  10. Leo Marionneaux
    September 7, 2011

    I am only commenting to let you know of the remarkable experience our girl encountered reading the weblog. She noticed numerous pieces, which included how it is like to possess an incredible giving nature to get certain individuals really easily learn certain multifaceted items. You undoubtedly exceeded visitors’ desires. I appreciate you for rendering the crucial, healthy, informative as properly as easy suggestions about the topic to Kate.

    Like

  11. regcure
    August 25, 2011

    We have went via the post and discovered fascinating details helped me when you get the most effective response that i’m searching for.

    Like

  12. CUZ
    August 22, 2011

    By my investigation, shopping for consumer electronics online can for sure be expensive, however there are some guidelines that you can use to acquire the best discounts. There are continually ways to obtain discount bargains that could help make one to hold the best technology products at the smallest prices. Thanks for your blog post.

    Like

  13. Jhon
    July 22, 2011

    I have not checked in here for some time because I thought it was getting boring, but the last few posts are great quality so I guess I will add you back to my everyday bloglist. You deserve it my friend 🙂

    Like

  14. used luminox watches
    June 29, 2011

    Women have always been fascinated with diamonds compared to men.

    Like

  15. epiphone les paul
    May 13, 2011

    Almost all of the things you mention is astonishingly legitimate and that makes me wonder the reason why I hadn’t looked at this with this light before. This piece really did switch the light on for me personally as far as this topic goes. Nonetheless at this time there is one issue I am not too comfy with so while I make an effort to reconcile that with the actual core idea of the position, allow me observe what all the rest of your subscribers have to point out.Well done.

    Like

  16. MicahGharing
    April 18, 2011

    Possibly this is one of the most interesting blogs that I’ve ever before witnessed. Interesting article

    Like

  17. RosendoMurillo
    April 6, 2011

    from this site. Thank you for sharing this data.Keep blogging.

    Like

  18. Sonny Westerberg
    March 24, 2011

    your article is nice. i am looking for carpet steam cleaning.

    Like

  19. animation
    March 23, 2011

    Although I would’ve preferred if you went into a little bit more detail, I nonetheless got the gist of what you meant. I concur with it. It might not be a popular idea, but it is practical. Will surely return for more of this. Good work.

    Like

  20. deluxe real estate forms
    March 22, 2011

    Superb post I must say. Straightforward but yet entertaining and engaging.. Keep up the wonderful work!

    Like

  21. I haven¡¯t checked in here for a while since I thought it was getting boring, but the last several posts are good quality so I guess I will add you back to my everyday bloglist. You deserve it my friend 🙂

    Like

  22. Excellent read, I just passed this onto a colleague who was doing some research on that. And he actually bought me lunch because I found it for him smile So let me rephrase that: Thank you for lunch!

    Like

  23. bicep exercises
    January 24, 2011

    Kudos for the educational post. Just one quick question as well, where can I find the design you have for your website? Cheers mate.

    Like

  24. olympic weight bench
    January 24, 2011

    Excellent post, just another request, would you be able to explain the fourth paragraph in greater depth please? Thanks

    Like

  25. Data Recovery
    January 24, 2011

    This article is well written and the subject matter is fantastic. In truth, I liked the way you covered the subject matter from beginning to ending. It is clear-cut and right to the issue and you expressed yourself without hesitation which is something to be admired in today’s world.

    Like

  26. hd film izle online
    January 23, 2011

    i bet ur just laughing so hard with your responses…arent u?????? Coz my tweetdeck is kinda crazy and funny!!!

    Like

  27. Amyy
    January 4, 2011

    Hi from Canada. Keep up the good work.

    Like

  28. Pingback: Back to Basics. « Blogging Out Loud

  29. Meryl
    July 27, 2010

    While the prize is important the value for your money is a key element. Although the Happy Meal at McDonalds has “the toy” which is certainly more appealing to my boys, it is not cost effective when your boys have a big appetite. More nuggets for a lower price will win every time. Of course I must admit when I was younger clearly some intense struggles would be when my sister and I would fight over the prize in the cracker jack box especially if it was one of those cool tatoos! My loyalty is with the brands that I have grown up with and although it isn’t impossible, it would take some significant temptation to lure me to the competition.

    Like

  30. Barbara
    July 27, 2010

    At the cosmetic counter, I know I have enough Lancôme bags to start my owe store so it worked with me gift with purchase. We as consumers are watching our dollars these days so I think a little free something goes a long way. Our shopping experience has changed from years ago when service was a major part of our experience and now with the smart phones the consumers have more choices at rapid speed.

    Like

  31. Kate
    July 27, 2010

    It seems to me that brand name products have been using the “prize” or rebates more and more now that generic products are becoming serious comptition. The extra incentive to stick to what you know, versus trying out a possibly inferior generic product is worth it and works on me. I am much more likely to pay a little more to buy sunscreen by Banana Boat if they include a travel size package, then to save $3 and get only the standard size bottle of Rite Aid brand lotion.

    Like

  32. Betsy
    July 27, 2010

    Way back when…most of you won’t remember…many consumers made the choice as to which detergent they would buy based on the color of the towel found free in the package. At one time, just about every kids’ cereal package also delivered an ever-changing but motivating “toy of the day”. And of course many women just can’t resist the promoise of a cosmetic gift with purchase-even if it is something they really don’t need. Come on ladies, fess up, just how many cosmetic or beach totes have you amassed? I’m not sure a free gift can build long term brand loyalty but I do believe that even today’s informed and savvy shopper can be inticed, from time to time, to purchase something by dangling a free gift “carrot” with that purchase. But, marketers must still understand their target and make the offer lifestyle relevant.

    Like

  33. Alice
    July 27, 2010

    For me, packaging is really important. It needs to be able to grab my attention if i was to stray from the brand that I’ve remained loyal to. Essentially, it comes down to brand loyalty and what the product can do for me. Lately, it seems like convenience is the selling point for many products, especially if its free. Like Meghann noted above, we are drawn to things that can give us more bang for our buck and can provide us what we need, if not more. I’ve heard of a smartphone application that allows you to take a picture of a product and it’ll search the net for a price comparison with other stores. That’s crazy! Imagine if you went to Albertsons, took a picture of shampoo, searched it and found it to be less at Target. The possibilities for convenience, pricing, and packaging are endless. Anyways, competitor brands will be increasing the ante to break the loyalty bond. I’m excited to see how far it goes.

    Like

  34. Meghann
    July 27, 2010

    I agree that I tend to choose brands that I grew up with or that my family always seemed to choose. And who doesn’t love something that’s free? It’s my favorite price. I was definitely a Cracker Jack Kid, but that mentality has now spread into my adult life and I think it actually makes me a little less loyal to some of the brands I consumed in my youth. For example, if I see two bottles of sunscreen (both the same price) and one is my normal brand and the other isn’t but it has a free travel bottle of sunscreen with purchase of big bottle, then I’m definitely going to buy the one with the freebie. To me the instant gratification of getting something extra is much more appealing than staying loyal to a specific brand.

    Like

Share your thoughts!

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Information

This entry was posted on July 27, 2010 by in Uncategorized and tagged , , , , , , , .

Enter your email.

Archives

Follow us!

Error: Twitter did not respond. Please wait a few minutes and refresh this page.

%d bloggers like this: