“They say don’t judge a book by its
Chris Costagli
cover—but in the CPG Industry, the
package is often the consumer’s first
experience with a brand. That makes
packaging a powerful storyteller. It
must clearly convey the value inside
and, in today’s financially strained
environment, justify why a shopper
should invest their hard-earned
money. Smart manufacturers treat
packaging as prime real estate:
every inch working harder through
impactful words and imagery that
make value undeniable. And beyond
aesthetics, the right packaging must
align with the product’s promise and
meet shopper expectations—because
trust begins at first glance.”
Vice President, Thought Leadership, F&B Insights Lead
NIQ
