Packaging Done Right: Brands That Nailed Their Packaging
Why Some Brands Win Before You Even Open the Box
Most packaging exists. But some brands? They get it.
They use packaging not just to protect the product, but to stand out, spark emotion, and make a statement. Whether it’s a clever twist, a beautiful design, or something unexpected, these brands know that first impressions matter, and they nail it.
If you’re in branding, marketing, or just obsessed with creative ideas, these smart packaging examples are way too good to ignore.
1. Cadbury Dairy Milk: 'Made to Share' Packaging
Cadbury took chocolate sharing to a new (and hilarious) level. Their ‘Made to Share’ packaging features playful portion labels like “who cooked,” “who cleaned,” and “who ate” — gently suggesting that the person who put in the most effort should get the bigger bite.
This campaign is part of Cadbury’s broader “Generosity” brand platform, which celebrates small, often overlooked acts of kindness. With just a chocolate bar, they’ve created a moment that’s fun, fair, and emotionally resonant.
- Why it works: It sparks a smile, encourages sharing, and reinforces Cadbury’s generous spirit.
2. Coca-Cola: The Bottle That Turns Into a Bow
During the holidays, Coca-Cola launched a brilliant limited-edition bottle with a label that transforms into a festive bow. You pull a tab, and the label curls into a bow right on the bottle, no wrapping needed.
It was all part of their “Give a Little Happiness” campaign, making the product feel like a gift in itself.
- Why it works: It’s playful, gift-ready, and instantly Instagrammable, a packaging win.
3. Trident Xtra Care Gum Packaging
Trident Xtra Care is all about protecting teeth, and its packaging made that message pop. Designer Hani Douaji created an award-winning concept where the gum itself looks like bright white teeth, set inside a die-cut “mouth” on the front of the pack. Some versions feature feminine lips, others a bold moustache — all playful, all memorable.
The real twist? Consumers could hold the pack to their face and “wear” a perfect smile. It’s simple, interactive, and photo-worthy.
The design was a global hit, winning the iF Design Award and The Dieline Award, and featured in exhibitions and top design networks worldwide.
- Why it works: It’s fun, functional, and brings the brand promise to life in a clever, visual way.
4. Boston Pizza: 'BP in Bed' Pizza Box
Boston Pizza took delivery comfort to a whole new level with “BP in Bed”, introducing the world’s first pizza box designed to transform into a tray table for eating in bed.
This clever, limited-edition packaging unfolds into a self-supporting table made entirely from cardboard. It was engineered to be just the right height to sit over your legs and low enough to eat comfortably.
The idea was born from a simple insight: more people than ever are watching TV in bed, so why not bring pizza there too?
- Why it works: It’s fun, functional, and made for the binge-watch era. Smart packaging that solves a real craving-in-bed problem.
Packaging isn’t just the box something comes in. It’s your first impression. It can be funny, personal, clever, or practical, but when it hits the mark, it sticks with people. These examples demonstrate how thoughtful packaging can enhance a product, creating memorable experiences and fostering stronger brand-consumer relationships.
Want to go smarter with your packaging?
Let’s make something people will talk about, before they even try what’s inside.