{"id":5704,"date":"2026-03-02T08:42:41","date_gmt":"2026-03-02T08:42:41","guid":{"rendered":"https:\/\/incite.strat7.com\/?p=5704"},"modified":"2026-04-21T09:22:45","modified_gmt":"2026-04-21T08:22:45","slug":"chaos-packaging-when-breaking-the-rules-drives-growth","status":"publish","type":"post","link":"https:\/\/incite.strat7.com\/en_us\/blog\/chaos-packaging-when-breaking-the-rules-drives-growth\/","title":{"rendered":"Chaos packaging: When breaking the rules drives growth"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"5704\" class=\"elementor elementor-5704\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-263d98bd e-flex e-con-boxed e-con e-parent\" data-id=\"263d98bd\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2561a957 elementor-widget elementor-widget-text-editor\" data-id=\"2561a957\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>By <a href=\"https:\/\/www.linkedin.com\/in\/jon-watts-7152564\/\" rel=\"noopener\">John Watts<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c8b497b elementor-widget elementor-widget-text-editor\" data-id=\"c8b497b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Stand out or blend in? In today&#8217;s cluttered FMCG landscape, that&#8217;s the choice facing brands in mature categories. <\/b><br \/><br \/>Chaos packaging &#8211; the use of unconventional formats that defy category norms \u2013 is proving to be more than just a visual gimmick. It&#8217;s a strategic growth lever for brands willing to disrupt.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9b22f7e elementor-hidden-mobile elementor-widget elementor-widget-image\" data-id=\"9b22f7e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1919\" height=\"359\" src=\"https:\/\/incite.strat7.com\/wp-content\/uploads\/2026\/03\/chaos_packaging_wide.webp\" class=\"attachment-full size-full wp-image-5707\" alt=\"First three pages of the Chaos Packaging guide\" srcset=\"https:\/\/incite.strat7.com\/wp-content\/uploads\/2026\/03\/chaos_packaging_wide.webp 1919w, https:\/\/incite.strat7.com\/wp-content\/uploads\/2026\/03\/chaos_packaging_wide-300x56.webp 300w, https:\/\/incite.strat7.com\/wp-content\/uploads\/2026\/03\/chaos_packaging_wide-1024x192.webp 1024w, https:\/\/incite.strat7.com\/wp-content\/uploads\/2026\/03\/chaos_packaging_wide-768x144.webp 768w, https:\/\/incite.strat7.com\/wp-content\/uploads\/2026\/03\/chaos_packaging_wide-1536x287.webp 1536w, https:\/\/incite.strat7.com\/wp-content\/uploads\/2026\/03\/chaos_packaging_wide-18x3.webp 18w\" sizes=\"auto, (max-width: 1919px) 100vw, 1919px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\"><\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5c400b5 elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-image\" data-id=\"5c400b5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"638\" height=\"1080\" src=\"https:\/\/incite.strat7.com\/wp-content\/uploads\/2026\/03\/chaos_packaging_tall.webp\" class=\"attachment-full size-full wp-image-5708\" alt=\"First three pages of the Chaos Packaging guide\" srcset=\"https:\/\/incite.strat7.com\/wp-content\/uploads\/2026\/03\/chaos_packaging_tall.webp 638w, https:\/\/incite.strat7.com\/wp-content\/uploads\/2026\/03\/chaos_packaging_tall-177x300.webp 177w, https:\/\/incite.strat7.com\/wp-content\/uploads\/2026\/03\/chaos_packaging_tall-605x1024.webp 605w, https:\/\/incite.strat7.com\/wp-content\/uploads\/2026\/03\/chaos_packaging_tall-7x12.webp 7w\" sizes=\"auto, (max-width: 638px) 100vw, 638px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\"><\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e578d32 elementor-widget elementor-widget-text-editor\" data-id=\"e578d32\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>From cereal in ice cream tubs to detergent in fizzy drink bottles, STRAT7\u2019s 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 &#8211; and when it backfires.<\/p><p>Our guide explores the key insights from the research and what they mean for brands looking to break through in <a href=\"https:\/\/strat7.com\/what-we-do\/market-intelligence\/\">congested, highly competitive categories<\/a>. You&#8217;ll discover:<\/p><ul><li>How chaos packaging creates shelf standout<\/li><li>Why it can be risky for brands with established equity<\/li><li>The opportunity in borrowing positive associations from other categories<\/li><li>Why cultural context matters<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-12edf90 elementor-widget elementor-widget-text-editor\" data-id=\"12edf90\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Ready to decode the rules of disruption?<\/p><h3><br \/>Download the Chaos Packaging guide<\/h3><p>See the full study findings and implications for market leaders.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-42f1b1d e-flex e-con-boxed e-con e-parent\" data-id=\"42f1b1d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3670a8c hubspot-form elementor-widget elementor-widget-html\" data-id=\"3670a8c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js-eu1.hsforms.net\/forms\/embed\/v2.js\"><\/script>\n<script>\n  hbspt.forms.create({\n    portalId: \"9492080\",\n    formId: \"073b02f8-51c2-4dc1-892e-c154a1bfa499\",\n    region: \"eu1\"\n  });\n<\/script>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>By John Watts Stand out or blend in? In today&#8217;s cluttered FMCG landscape, that&#8217;s the choice facing brands in mature categories. Chaos packaging &#8211; the use of unconventional formats that defy category norms \u2013 is proving to be more than just a visual gimmick. It&#8217;s a strategic growth lever for brands willing to disrupt. From [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":5706,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-5704","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"_links":{"self":[{"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/posts\/5704","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/comments?post=5704"}],"version-history":[{"count":7,"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/posts\/5704\/revisions"}],"predecessor-version":[{"id":5717,"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/posts\/5704\/revisions\/5717"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/media\/5706"}],"wp:attachment":[{"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/media?parent=5704"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/categories?post=5704"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/tags?post=5704"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}