#32: New and Improved
Many shoppers are wary of packaging that makes “new and improved” claims. Most of the time, we know the packaging or the product is neither new nor improved. It’s usually the same thing wrapped in a shiny new design. Take this fabric softener, for example. If you look at these two bottles without labels, they look exactly the same.
But one label says it has “extra free” liquid inside. How can it have extra product inside if the bottle claims it’s good for 34 washes instead of the original 44 washes listed on the other bottle? Lenor has some continuity errors. We don’t think shoppers are falling for this one.
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