As we have learned from master marketer Rory Sutherland, Vice Chairman of Ogilvy UK and the founder of its behavioral science practice, packaging plays a crucial role in influencing consumer perception and product success. The power of packaging lies in its ability to attract attention, shape consumer perception, create a memorable brand identity, communicate product information, influence purchasing decisions, and evoke emotions.

It also has the power to destroy a well-performing product and damage an iconic brand.

In what world would you knowingly use a delusional dude celebrating his 365th day as a woman as a brand representative influencer?

Lite beer has historically been associated with male consumers in the 25-44 age range who are social and attracted to lighter beer options due to health consciousness and calorie control. So why would you pander to a tiny market audience if not for virtue signaling by a “woke” middle management seeking media praise for their “enlightened” behavior? Is it worth the risk to go against millions of dollars of demographic and psychographic market research to make a political statement?

For brand managers: a dummies guide to the relationship between packaging and perception:

1. First Impression: Packaging is the first point of contact between a consumer and a product. Typically a package has a glance to capture attention and create a positive first impression. The packaging's design, colors, and overall aesthetics can evoke emotions and convey the product's intended message.

2. Brand Identity: Packaging is crucial in establishing and reinforcing a brand's identity. Consistent packaging design across a product line creates brand recognition, loyalty, quality, and assurance of a consistent outcome for the user.

3. Communicating Product Information: Packaging provides vital information about the product, such as its features, ingredients, usage instructions, and nutritional content. Packaging can highlight unique selling points, certifications, or eco-friendly attributes to appeal to specific target markets.

4. Perceived Value: Packaging influences consumers' perception of a product's value.

5. Emotional Connection: Packaging can evoke emotions and create a connection with consumers. It can tap into nostalgia, humor, aspirations, or re-affirm one’s self-image, generating positive associations with the product.

6. Differentiation and Shelf Appeal: Packaging plays a vital role in standing out from competitors in a crowded marketplace.

Bottom line…

If you are five and believe you are a girl, that’s playacting; if you are eighteen, that’s gender dysphoria, a recognized mental illness that seems to primarily afflict progressive communist democrats looking for self-affirmation, belonging, or attention.

We are so screwed when we are forced to buy into identity politics and affirm the delusions of others.

Just leave me alone and keep your behavioral quirks to yourself.

-- Steve