Marketing Currents - Business and Marketing Current Events

McCormick’s plastic spice bottles changed to maintain freshness longer


McCormick, known for its line of herbs and spices, announced last week a redesign of its core red cap-branded product packaging for the first time in nearly 40 years. It has designed the new packaging to better maintain freshness and minimize food waste while incorporating recycled content.

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Discussion Questions:

  1. What is packaging as it relates to marketing?
  2. What is a brand?
  3. How would you describe the McCormick brand?
  4. What are the two primary purposes of packaging?
  5. What are the functional benefits associated with packaging?
  6. What are the branding and marketing benefits associated with packaging?
  7. Why is McCormick redesigning its packaging?
  8. How will McCormick benefit from the new packaging?
  9. What is sustainability?
  10. Why is that important to McCormick?
  11. How might the new packaging help to reduce McCormick’s carbon footprint?
  12. What is differentiation?
  13. How might the new packaging provide a way for McCormick to differentiate its products from competitors?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.