Predatory Packaging掠夺性包装

Predatory packaging it’s out there… and it’s everywhere.掠夺性包装是有... ，它的无处不在。 It could be targeting you, your family, your loved ones.这可能是针对你，你的家人，你的亲人。 We have heard those terms bandied about, but just what exactly is predatory packaging?我们已经听到这些条款bandied有关，但到底什么是掠夺性的包装？

Predatory packaging refers to using deceptive packaging or packaging that promises one thing and delivers another.掠夺性包装是指利用欺骗性的包装物或包装的承诺一件事，并提供另一种。 Simply put, it’s when any group or person deems a package is using unsavory marketing or advertising practices to lure consumers to purchase their products.简而言之，这是当任何团体或个人认为一套使用臭名昭著的营销或广告的做法来吸引消费者购买其产品。

Remember when in 1988, RJ Reynolds introduced its Joe Camel cartoon icon to market Camel cigarettes?还记得在1988年，雷诺公司推出了骆驼乔的卡通图标，骆驼牌卷烟的市场？ The fervor came from everyone from Ralph Nader and anti-tobacco groups to the Centers for Disease Control and conservative tobacco-state lawmakers.的热情来自每个人都从纳德和反烟团体疾病控制中心和保守的烟草州议会。 They insisted that Joe Camel on the package, and cigarette ads in general, were created to lure teens into buying cigarettes.他们坚持认为，乔骆驼的封装，香烟广告一般，创造了吸引青少年购买香烟。 The packaging was cool, hip and definitely kid friendly.包装是冷静，髋关节和肯定孩子的友好。 It put consumer advocate groups in an uproar.它把消费者倡导团体哗然。

Soon, RJ Reynolds is launching a new cigarette aimed at female smokers called Camel No. 9.不久，雷诺公司推出一种新卷烟，旨在呼吁女性吸烟者骆驼9号。 It comes in a pretty pink package (the same color as the breast cancer awareness campaign insignia) as if pink will make women flock to buy them.它有一个相当粉红包（相同的颜色作为乳腺癌宣传徽章） ，犹如粉色使妇女将羊群购买。 The package has a hot pink camel emblazoned in the middle of a black box and a hot pink foil cover.封装有一个粉红色的骆驼热印中间的黑盒子和一个热点粉红铝箔覆盖。 Make no mistake that this package is designed to appeal to women, predominately a younger audience.毫无疑问，这个套件是设计来呼吁妇女，主要是年轻观众。 With all the negative publicity surrounding smoking, would you consider this predatory packaging?所有的负面宣传吸烟的周围，你会不会考虑这个掠夺性的包装？ Was this cool package created to lure a younger generation of female smokers?这种凉爽包创建以吸引年轻一代的女性烟民？

Or take the Center for Science in the Public Interests’ claim that the marketing of sweet-alcohol beverages, like Budweiser’s famous bullfrogs, stimulate teenage drinking.或采取科学中心的公共利益'声称，销售甜酒精饮料，如百威啤酒著名的牛蛙，促进青少年饮酒。 In fact, the latest claims about predatory packaging are alcohol related.事实上，最新的说法是掠夺性的包装酒精相关。

A new alcoholic beverage called Spykes is on the prowl for a younger audience or so parents claim.一种新的酒精饮料称为Spykes上徘徊的年轻观众或家长的索赔。 The Anheuser Busch beverage comes in flavors (mango, lime, melon and chocolate) but it’s also infused with caffeine and energy herbs ginseng and guarana.安海斯布什的饮料有口味（芒果，石灰，瓜子和巧克力） ，但它也注入咖啡因和能源中药人参，瓜拉纳。 And it comes in a tiny bottle that’s easily hidden from a parent’s or chaperon’s watchful eye.它是在一个小瓶子是很容易隐藏从父母或伴侣的密切关注。 Is this considered predatory or are kids going to drink anyway regardless of how it’s packaged?这是掠夺性的考虑，或孩子们去喝酒反正不管它如何包装？

Some mothers think so.一些母亲这么认为。 One writes, “Today’s kids have cash and they are a VERY powerful consumer!其中写道： “今天的孩子们的现金和他们是一支非常强大的消费！ Take a look at Axe and all of the new cologne packaging with Warning Instructions that you may be attacked by the opposite sex if you use this product.看看斧和所有新的香水包装警告指示，您可能会受到攻击的异性，如果您使用此产品。 Sweet Jesus!”甜蜜的耶稣！ “

Another new alcohol product that emphasizes convenience and ease of use that has been targeted by parents is the Pocket Shot.另一项新酒类产品，强调方便性和易用性，针对性一直是父母的掌上铅球。 Pocket Shot (which I found quite revolutionary in its packaging concept) is a new way to enjoy hard liquor.袖珍镜头（我发现相当革命性的包装概念）是一种新的方式享受烈性酒。 From their website “No longer will you need to carry full size bottles.从他们的网站“将不再需要携带完整大小的瓶子。 Each Pocket Shot is sealed in a near unbreakable, flexible, squishable, pocket stuffable pouch making them perfect for active activities, outdoor adventures, and glass restricting venues.” Will this product lure a younger consumer though ease of use and ability to hide discretely?每个口袋密封的镜头是在不久的牢不可破的，灵活的， squishable ，口袋里stuffable邮袋使他们完美的积极活动，户外探险和玻璃场地限制。 “请问这个产品吸引年轻的消费者虽然易用性和能力，隐藏离散？

Here is another example.这里是另一个例子。 In September 2002, the Federal Trade Commission (FTC) reported that false claims were common in weight loss advertising, with many “grossly exaggerated or clearly unsubstantiated performance claims” of particular concern. 2002年9月，联邦贸易委员会（ FTC ）报告说，假索赔是常见的减肥广告，有许多“严重夸大或清楚地证明性能索赔”的特别关注。 So what about the weight loss products that continue to tempt us to purchase them despite the fact that most of us know deep in our hearts that they don’t work.因此，如何减肥产品，继续吸引我们购买他们尽管事实是我们大多数人知道深在我们心中，他们不工作。 I’m personally swayed to buy the NV Rapid weight loss product just because of its intriguingly shaped package, never mind what’s inside.我亲自动摇购买公司的快速减肥产品只是因为它有趣形包，更别说什么内。 But are they eliciting sales with misleading information on the packaging on the uneducated, ill informed consumer with unsubstantiated claims they can’t deliver?但是，他们征求销售误导的信息在包装上就没有受过教育，不了解情况的消费者有证据证明债权无法兑现？

Last but not least what about all the male impotency drugs out there capitalizing on male psyche?最后但并非最不重要什么所有的男性药物阳痿有利用男性的心理？ Lots of products purport to help the problem.许多产品旨在帮助这一问题。 Take Enzyte for example.采取Enzyte的例子。 If you’ve watched CNN, ESPN or a few other cable channels chances are you’ve seen “Smiling Bob” pitching the pill that supposedly induced his silly grin.如果你看过有线电视新闻网台， ESPN或其他一些有线频道电视，你看过“微笑鲍勃”投手的药丸理应引起他的愚蠢的笑容。 But does this product and its packaging really work or is it just another in a long line preying on hopeful consumers.但这种产品及其包装真正工作或只是另一长线捕食希望消费者。 You decide.您来决定。

Whatever the product, the consumer it targets depends upon a variety factors.无论是什么产品，消费它的目标取决于多种因素。 What’s predatory packaging for one may be an innovative packaging concept for another.什么是掠夺性的包装，一个可能是一种创新的包装概念的另一个。 But just in case you are one of the unsuspecting few, be on the lookout for attacks by predatory packaging hoping to lure you into making an unanticipated purchasing decision or sway for example your children to try it out.但是，如果你是一个毫无戒心的几年，是在寻找攻击的掠夺性的包装希望引诱您作出了意料之外的购买决定或影响，例如你的孩子试试。 Remember the old adage, “let the buyer beware!’ But even more important let the manufacturer beware too, the very consumer you are trying to lure may end up rejecting the very product you are pitching.记住旧的格言， “让买家小心！ '但更重要的让制造商提防也非常消费者您试图引诱最终可能拒绝你的产品是投手。

About the Author: 作者简介：

JoAnn Hines is the Chief Executive Officer at JR Hines International, a firm providing consulting services in the packaging industry.海因斯是脱掉首席执行干事乘坐JR海因斯在国际，该公司提供咨询服务的包装工业。 For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies. 30多年来，海因斯女士一直在从事包装的趋势，预测，意念/集思广益和实施创新的新的包装技术。

Need insights on packaging trends that can impact your business?需要了解包装趋势，可能影响您的业务吗？ Get the Packaging Diva on your team.获取包装女神的团队。 Visit访问 PackagingUniversity.com to find out about the latest packaging innovations.了解最新的包装创新。