“I don’t design clothes, I design dreams.” Ralph Lauren
Is olive oil in a fancy pottery container or box more interesting than olive oil in a glass bottle?
Is bottled water more desirable in a fancy container?
Do I want to taste these biscuits, or just admire the butterflies and flowers?
I definitely covet these Italian tins more than I want to munch on the biscuits.
Is salt in a blue pottery container from Ibiza more flavourful than ordinary table salt?
Will maple syrup taste better when it's poured from a wine bottle?
I would have loved to purchase a jar of ice cream. It looked homemade rather than the product of a factory production line. Of course, they made sure I thought that way by labelling it as "homemade ice cream."
Am I more likely to buy a chocolate bar with a French name and a picture of a pig or one that is unusually tall and narrow? Will people think I'm a "smooth operator" if I eat the bar with that name?
Is it the name that intrigues me and makes me want to buy One Mean Mustard or a Knickerbocker Glory chocolate bar?
If you’re in Canmore, be sure to visit Mountain Mercato. And let me know what you purchased – the product or the package?
For more of my ideas on marketing food and drink, check out my Slideshare presentation on Seasoning Your Brand of Food and Wine.