By John Watts
Stand out or blend in? In today’s cluttered FMCG landscape, that’s the choice facing brands in mature categories.
Chaos packaging – the use of unconventional formats that defy category norms – is proving to be more than just a visual gimmick. It’s a strategic growth lever for brands willing to disrupt.
From cereal in ice cream tubs to detergent in fizzy drink bottles, STRAT7’s latest study tested a range of provocative non-prototypical packaging ideas across different categories in the US, UK, and Argentina. The findings reveal when chaos creates opportunity – and when it backfires.
Our guide explores the key insights from the research and what they mean for brands looking to break through in congested, highly competitive categories. You’ll discover:
- How chaos packaging creates shelf standout
- Why it can be risky for brands with established equity
- The opportunity in borrowing positive associations from other categories
- Why cultural context matters
Ready to decode the rules of disruption?
Download the Chaos Packaging guide
See the full study findings and implications for market leaders.
