Knew packages suffer crushing criticism
By Lisa McTigue Pierce in Packaging Design on November 06, 2015
Your packaging peers can be your toughest critics. But not, it seems, because of their experience and knowledge of what can or cannot be done technically, economically or operationally. They’re consumers, too, who are passionate about packaging and won’t stand for mediocrity.
An example of a doosie disappointment early this year was the Hungry Jack microwavable syrup bottle, which was replaced with a non-microwavable container…then changed back after the consumer uproar.
But here are five other examples where people have posted crushing comments to articles on our website about new packages they apparently think should never have been conceived, much less developed and sold.
Warning: Some of the biting language may offend you, especially if you were the designer of the package being critiqued.
Think these brand owners are listening? If not to these comments, perhaps they will to a drop in sales.
1. Lipton’s new tea bag packaging brews trouble
As a Lipton tea bag customer, when I bought the new package, I thought it was a welcome refresh. Lipton replaced individual tea bag wraps with four bricks of 25 unpacked bags in a tray wrapped in gold foil. I still like the redesign, but I’m in the minority—11 of the 13 comments posted on our site were thumbs down. How many ways can you say “terrible”?
Anonymous: “It sucks. We cannot serve unwrapped tea bags to our patrons. They just lost a customer.”
Jim MM: “Very disappointed with the new packaging. The teabags have lost their portability. Also, the flavor is off. I'm not sure if the new packaging is off gassing the unpleasant taste or the product has simply become subpar.”
Anonymous: “This is crap! I can no longer enjoy my morning tea. I also can't trust to order tea at a restaurant. I have no problem with the company trying something new. You've tried and failed. Now go back to the old tea bags.”
Anonymous: “I was very surprised when I got home and opened the box to see the tea bags were all in a foil wrap.... so disappointed as I don’t believe the tea bags will stay fresh. Individual envelopes keep the freshness in. Now I have 100 tea bags with no doubt will have the same taste. :( ”
Anonymous: “The foil is fine but when I opened the foil loose tea was everywhere the bags seal was loose. Now I am using my coffee filters to brew the tea.”
Anonymous: “Hate it. Foil pack ripped after second serving. No longer can toss one in my purse to take along, have to use a baggie. Since foil packs ripped, had to buy a Tupperware container to hold tea. Cost me money I shouldn't have had to spend.”
Anonymous: “If you go to the Lipton site, you'll find that the majority of posters there do not like the new packaging. I haven't posted to the Lipton site, but I don't like the new packaging either. (It's inconvenient and unhygienic.) Lipton is free to package its product as it wishes. I'm free not to buy it and have switched brands.”
Anonymous: “I think the new packaging of Lipton Tea is horrible. How can you say that the tea bags stay fresh when your exposing all of them every time you open the foil pack…Pure cost saving for Lipton…that's it…Twinnings and Bigelow: Now that's properly designed to give the consumer a fresh tea bag…”
Anonymous: “I have never bought any brand of tea other than Lipton for the past 50 years. I hate the new packaging and will never buy Lipton again. The new packaging is a step backwards for Lipton and is clearly away for them to cut costs and cheapen the product.”
Anonymous: “Terrible packaging. Fresh? Once you open the foil back (which always tears) the hole in the top of the box panel allows air to circulate. Have to use plastic lunch bags to keep them fresh - interesting that we now have to use our own PLASTIC so you can claim how environmentally responsible you are! I will be changing brands when I can no longer find the old box with individually packaged tea bags. That is a shame that you will lose a lifelong customer because of stupid packaging.”