How Tiny Delights in CPG Packaging Can Drive Customer Retention

I started collecting Snapple bottle caps as a teenager.

I didn’t have a plan. I just thought the little facts were interesting enough to hang on to. It was always fun to see what the next one would be.

Over time, that turned into quite a collection, stored safely inside a shoebox. Eventually, I had an idea to turn them into a project. I built a table out of the caps. I loved the idea of being able to sit there and read all the facts.

That table ended up in my portfolio when I applied to Tyler School of Art and Architecture, Temple University. I’ll never forget trekking it into my interview. It made quite a scene and became something the Dean at the time, Carmina Cianciulli, would mention for years to come :)

Looking back, it’s funny how my perspective has changed.

As a customer, I just thought it was cool. As someone who now works with CPG brands every day, it signals something different.

There was a lot packed into that small moment. The drink was the drink. The extra layer lived in the cap. A tiny delight that extended the experience.

I see the same idea show up in other brands.

Some nostalgic...

Bazooka Candy Brands bubble gum with the comics inside. You opened the wrapper and couldn't wait to see what was inside.

Cereal boxes with games, puzzles, or if you were lucky, a toy inside. I'll never forget my color changing spoon from Kellogg Company.

And more modern examples...

BEAR Fruit Snacks rolls with unique cards tucked into each pack. Kids (or me) start eating and want to see what they got.

La Fermière US and Kalypso yogurt served in a terracotta container that can be reused as a planter after eating.

All of these are small moments that make the experience bigger than what’s inside.

For brands that depend on repeat purchase, this feels like a real opportunity. I’m surprised we don’t see it more often across categories.

And I'd argue it's not just for kids! Adults are just big kids anyway.

Curious what comes to mind for others. Any product packaging experiences that have stayed with you?

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Shout out to Renee Rogan Reilly for being an awesome neighbor and teaching me about vectors and Adobe Illustrator. I was so pumped to design those tags. And Dr Pepper Snapple Group for the inspo.