Craig Dubitsky reveals the secret to successful packaging
June 19, 2019
Joining us on the Marketing Mix Podcast is Craig Dubitsky, Founder of Hello Products. Craig discusses the importance of great packaging, how to effectively break into dominated markets, and the reason to maintain an innovation mindset in product development. As a pioneer of friendly marketing, Craig explains the benefits of developing a brand voice and creating products for the 100%, and not just the 1%.
Jeff Ragovin: What were your inspirations for Hello Products?
Craig Dubitsky: I’m an entrepreneur at heart. I was walking through the aisles of a pharmaceutical store and noticed all the colorful packaging for different oral products. I picked up a toothpaste container and read the ingredients label, quickly spotting harmful chemicals on toothpaste. The marketing on these products were very aggressive, everything was about fear and shame. As people, we are more aware and evolved then the messages we are forced to look at by oral brands. So I created Hello, the friendliest word I could think of.
Jeff Ragovin: It looks like you spread a friendly factor throughout the DNA of your company?
Craig Dubitsky: People aren’t hired, they join. As long as you create an environment that is playful, people are enabled to create their best work. People want an opportunity to work their magic. The more positive we are, the more people want to work with us.
Jeff Ragovin: What was it that allowed you to build the brand to where it is today?
Craig Dubitsky: It was the team. A great idea without the right people to make it happen is just a great idea. We took something that was unfriendly and made it better. We are making personal care personal again.
Jeff Ragovin: The brand is approachable and the packaging is approachable, are these the keys to a successful brand?
Craig Dubitsky: We’re in a lot of stores and we are growing like crazy. The packaging is a beacon in a sea of sameness, allowing the product to stand out on shelves in stores. In oral care, people don’t read labels but instead stick with the same oral products they have been using. We had to make something that would act as a mechanism in a store environment and at home. Packaging is art. We designed the tube to maintain its form through the products entirety. I try to make better products for everyone, the 100%.
Jeff Ragovin: Thank you for joining the Marketing Mix Podcast.
Please note, the above has been paraphrased for editorial purposes