Packaging exploitation in fast moving consumer goods:consumer processing of sponsorship messages

Abstract

[Abstract]: With global spending now exceeding US$500 billion, packaging is considered a critical strategic element for brand differentiation and identity. This paper examines consumer response to 'sponsorship leveraged packaging' (SLP), a marketing tool commonly used in the Australian FMCG Industry. Findings indicate that sponsorship messages depicted on FMCG packaging are predominantly processed incidentally, but that involvement with the sponsor increases the level of elaboration. These findings are exploratory in nature and additional empirical work is required to confirm how consumer's process SLP.