Emotional Branding with your Co-packer

Emotional Branding with your Co-packer

by Eira Braun-Labossiere


Branding with Full Emotion

When you think of a co-packer, do you think of branding? Do you think of emotions?

They may not leap to mind initially, but when you think of Repack Canada we certainly want them to.  Because when you find the right co-packer for secondary packaging you should feel confident that they will help you find the sweet spot: the shopper’s emotional connection to your brand.


What is Secondary Packaging?

First of all, let me clarify “secondary packaging” to avoid confusion over the types of tasks a co-packer can fulfill.

“Secondary packaging designates the packaging used to group various pre-packaged products together (the first layer of packaging, in direct contact with the product, is called primary packaging).

As secondary packaging is not in direct contact with the actual product, its use and application usually differ distinctly from those of primary packaging, although the purpose of both types may at times converge.

Secondary packaging can be said to have two central functions:

  1. Branding & Display. Secondary packaging plays a vital role in the marketing strategy surrounding the product. This is especially relevant in the case of display packaging.
  1. Logistics. Secondary packaging serves to group several products together for ease of handling, transport and storage.”*

Co-packers specializing in secondary packaging (like Repack Canada) will help devise methods of branding your retail packaging.  We will find the best way to capture your target audience on an emotional level.  Enthrall the consumer — give them a strong rational and emotional draw to your brand.

A co-packer like Repack Canada has the inside track on marketing and graphic design in the Canadian market. With sister company The Freelance Portfolio operating together with Repack, we are a one-stop-shop that works together with your marketing team on how to position your product and sell it successfully.


Resonate with Storytelling

“People don’t want to be sold something and they don’t want to be told something, rather they want to feel something.”**

Every brand has a story.  That story will resonate with your target audience if you tell it right.  As marketing director of your company, you are the author of that story; let your secondary packager be your ghostwriter.

As a “ghostwriter” we will provide and fulfill your solutions.  We will suggest how to best direct your message to the intended audience by having the shopper experience their senses; to invite the shopper to look closer, want to pick up and examine and consider for purchase.

Branding Pallet Displays in Costco - by Repack Canada

For instance Club Packs in Pallet Displays are proven winners when it comes to conveying value purchase in stores like Costco.  We create an attractive multi-pack and repeat branding wherever possible.  Club Packs tell the story of value by buying in volume.  Solid branding is a reassurance a product worth trial purchase and repeat purchase.



Emotional Branding with your Co-packer

In-aisle Floorstand Displays engage shoppers to pause and consider.  The header and tray create opportunity to sell the story and elicit an emotional response through graphic design and key words.  Product in the display is facing the shopper as they walk down the aisle instead of flush with the shelves they walk past.



Branding Free Standing Insert, Contest, Web Site - by The Freelance Portfolio

Promotional Support through contests, ads, free standing inserts, coupons, flyers, web sites, Twitter, Facebook — get your brand in front of your shopper every way possible.  We have a bottomless pit of ideas and the womanpower to make it happen.



Your brand must resonate with your target market to gain customers and increase loyalty.

Rely on The Freelance Portfolio to capture your audience with a message and emotional story relevant to your target audience.

Depend on Repack Canada as your hands-on co-packer carrying out the logistics of assembling your program for you.



*Definition courtesy Deufol’s glossary

**How to Make Your Brand Resonate with Your Customer Base by Sarah Pike




Eira Braun-Labossiere

Eira’s seemingly unpronounceable and usually misspelled name creates excellent conversation opportunities. A content crafter for Repack Canada and The Freelance Portfolio, you can reach her via email (eira@repackcanada.com) or the good old telephone (1.877.804.4841). Contact me with any questions or to request a quote.