Problem
Previously, having a big pack was an important marketing tactic for MYOB, given the need to include large user guides within the carton. Times change: MYOB started putting its user guides on line and so there was going to be even less to go in the box. It became clear that the benefits at point of sale no longer stacked up against the costs of packaging, shipping and the environmental costs.
Solution
The new pack is half the size of the old one, but has strong graphics for point of sale brand presence. It is significantly cheaper to produce, especially because we created a generic main carton with interchangeable slip on outer sleeves for the different products in the range. Finally, the stock used is from sustainably managed forests, enhancing the environmental benefits.
Outcome
MYOB may have sacrificed some retail impact, but they have scored points with users for being more environmentally responsible. They now have a packaging solution that makes short runs affordable which helps increase sales and they have significantly reduced costs overall.
