Balancing Licensing with Own-brand Assets on Food & Drink Packaging

Published

August 30, 2017

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By: Bobby Patel

Utilizing licensing on product packaging has risen in popularity within the food and drink industry. The main reason for this surge? The instant recognition of well-known licensed characters and the familiarity them, rewarding the new product and brand. The licensing industry is bigger than ever these days and drives hugely powerful brand recognition.

Overwhelmed shoppers will often be attracted to license assets on a packaging because they are accustomed to them. According to Ted Mininni, President of Design Force Inc, in order for a customer to be triggered to commit to a purchase they must feel engaged by the product. Shoppers equate characters with specific traits, values and stories—and when these are successfully carried through to the packaging bringing it to life, the customer will feel compelled to buy. In fact, the Licensing Industry Merchandisers’ Association (LIMA) reported the licensing industry generated $241.5 billion in retail sales globally in 2014.

Theresa Christine Johnson

Theresa entered the world of design through The Dieline. With a background in writing and journalism, she has a passion for discovery and cultivating human connections. Her work for The Dieline is a constant journey to deeply understand all facets of the design process and to investigate what makes designers tick. Theresa’s writing has taken her snorkeling in between the tectonic plates in Iceland, horseback riding through a rural Brazilian town, and riding an octopus art car at Burning Man with Susan Sarandon as part of a funeral procession for Timothy Leary (long story). When not writing, she is planning her next trip or taking too many pictures of her cat.