More Than a Feeling? Why Packaging Forms Drive Brand Preference

Published

May 21, 2026

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Old Bay is having a moment.

No, we’re not just saying that because shrimp boil season is upon us, though most of us would happily bib up if presented with a bushel of crabs. Recently, the brand reverted to its original tin packaging, a move that pleased many Old Bay loyalists who had loathed the plastic tubs it had started using in 2017.

And while there’s a wonderful sustainability story at the heart of the brand’s packaging update, it’s also a nice reminder of just how pleasing it is when a company commits to something that not only has an aura of permanence but genuinely feels good in your hands.

1 response to “More Than a Feeling? Why Packaging Forms Drive Brand Preference”

Raymond Lee

4 months ago

I cannot get on board with Tabasco. Yes the bottle is part of their identity, but it’s a pain to use. Just ONE drop at a time and it doesn’t come easy as you have to really shake that thing hard… for ONE drop. And you don’t even know exactly where it will land. Frustrating millions of people to uphold “brand identity” is an interesting choice.

Now that Tabasco finally made a real hot sauce (Scorpion), perhaps they can make a real “functional” bottle for that hot sauce.

Satoru Wakeshima

As a Partner at CBX, Satoru is the driving force behind the agency’s key client partnerships, business management, and operations. With a career spanning over 30 years, he has spearheaded brand strategy, creative, innovation and transformative campaigns for some of the world’s most beloved brands, including M&M’s, Canada Dry, Clorox, Moët & Chandon, Gillette, Coca-Cola, Hershey’s, Milk-Bone, and countless others. His depth and range of experience across categories like food, beverage, personal care, automotive, pet care, household, healthcare, and professional services make him both a formidable competitor and a trusted ally for his clients and the CBX team. With a passion for iconic Americana brands, Satoru champions the balance of protecting and building brand equity, while responsibly pushing boundaries to ensure brands stay relevant in a constantly shifting global landscape. Before CBX, Satoru was EVP General Manager at Sterling Brands, served as Group Director at Frankfurt Balkind Partners, and sharpened his expertise in emotional branding at Desgrippes Gobé. He started his career at Young & Rubicam. When he’s not solving the industry’s toughest brand challenges, Satoru enjoys quality time with his wife, two teenagers, their irresistibly adorable dog Chili, and a ridiculous number of guitars.