Harvard Business School professor Clayton Christensen coined the phrase “disruptive technology” in his 1997 bestseller The Innovator’s Dilemma. The concept has been widely discussed ever since. Christensen’s argument states there are two kinds of companies: those that use sustaining technologies and those that employ disruptive ones.

Larger companies tend to work with sustaining technology. They utilize it to make incremental improvements to their products over time. Given their corporate framework, larger businesses often eschew new opportunities that come along if they arise from disruptive technologies. Reasons: they may initially offer lower, less attractive margins, or they don’t fit in with locked-in company strategies or company goals.

Smaller companies are often able to see value in disruptive technologies and bring products to market that have the potential—with some tweaks and a certain maturation period—to become hits. Disruptive products have the potential to gain a large audience, significant market share and eventual market dominance, usually blindsiding category leaders in the process. Disrupters even give birth to entirely new categories in the marketplace.

Disrupters come along and offer simpler or better performing, problem-solving products for consumers and create excitement in the process. New vision and approaches applied to age-old problems can yield huge dividends.

Disruptive examples dot the market landscape: digital cameras vs. photographic film cameras. USB memory sticks vs. discs for data storage. iPods vs. radios and boom boxes. While technology product innovations are numerous, many other consumer products result from disruptive thinking, as well. Think single serve beverages in aseptic packs. Broths and stocks in re-sealable cartons. Reusable cleaning products that require refills like Swiffer.

Disruptive products require disruptive packaging, right? But what about further leveraging the potential of packaging to disrupt in commodity categories where it’s unexpected? In fact, wouldn’t doing that deliver more punch to the most mundane products?

So what about disruptive packaging?
Here’s the thing: companies with cultures and strategies that employ disruptive thinking to position unique, game-changing products and services can have a decided edge. For those that don’t, this might just be the optimal time to step back and reassess. If sales are ailing, mightn’t the company benefit from a fresh new point of view? Tweaking products, packaging and/or the marketing approach might be exactly what the doctor ordered.

Products in every category are becoming commoditized at a faster rate than ever before. That brings us all back to the true role of marketing: that of providing clear differentiation and memorable experiences for the customer as job #1.

Packaging continues to grow in importance in the marketing mix. It brings branded products to consumers in a tangible manner, so it’s time to take a fresh, new and yes—disruptive—approach to it. Consider this: in a commodity category like snacks, Pringle’s dared put potato chips in a canister instead of a bag. POM Wonderful dared put its flagship pomegranate juice in a double-curved bottle rather than a typical juice bottle.

Method broke every mold and packaged its cleaning products in unconventional, sleek, see-through bottles. Environmentally friendly cleaning products presented in highly visible, transparent packaging makes perfect sense. When we look at these products, we see how commodities can be packaged to elevate product and brand in a unique manner.

Package communications are extremely important. But in essence, the first line of communication entails engaging the consumer with visually exciting packaging. After all, why would consumers approach and read packaging that has no visual appeal? Disruptive packaging is highly differentiated. It attracts the eye when virtually every other category product seems to sit on the retail shelf in roughly the same size and shape of package.

Major disrupters
Pet dog owners like to purchase special treats. But, what’s more blasé than dog treats? The products and packaging are pretty basic and unexciting. Enter Bit-O-Luv. This small company has taken a decidedly different point of view to an age-old product. A website features three animated, adorable pooches that sell the product concept in a delightful way. The message is simple: good enough for humans, but “specially formulated for dogs”…exceeding USDA standards.

The packaging is especially engaging. The same dogs that appear on the website grace the packages—their mouths open and treats visible inside thanks to a clever die-cut. Three flavor choices are available in bright lime, turquoise and orange packages. The funky Bit-O-Luv logo is prominently featured above the artwork. This is disruptive packaging at its best.

Cute is one thing, of course, but does it have any distribution in this competitive marketplace? Walmart, Albertson’s, Meijer, Food Lion, some Costco locations, among others, stock the products. There’s no doubt that these dog treats stand out from every other player on the retail shelf.

When it comes to a packaging refresh, Mentos delivers with punch. While consumers are familiar with the mints in candy roll packaging reminiscent of Lifesavers, Mentos has parlayed its image created by disruptive advertising into equally disruptive packaging. Mentos sugar-free mints are packaged in an ingeniously designed cardboard box with a hinged lid that actually opens and closes with a click. The latch works so well that the contents remain inside the box even when shaking it upside down.

Simple, functional and unlike the category packaging that’s prevalent in the rest of the category, Mentos mints stand out and stand alone with consumers. Mentos is a deliberately disruptive brand, and everything it does disrupts.

What about a staple like Kleenex facial tissues? Los Angeles designer Hiroko Sanders’ took the challenge to create artwork that would embody the spirit of summer, and still work with Kleenex’s carton design for Target stores. What’s fresher than three stylized summer fruits? Unifying package design with brand and product in fresh, seasonal packaging is unexpected and totally delightful.

When packaging a new line or refreshing an existing one, think about what you can do to surprise, delight or deliver a commodity product in an unexpected manner. These are all emotive qualities that connect consumers to brands in a memorable way. Think: how can you disrupt your whole category, generate a lot of buzz, excitement and sales?