In the world of consumer-packaged goods, the competition is fierce and the search for innovative ways to differentiate is a constant endeavour. Many look to innovate their products by offering new and improved versions, while others use creative advertising campaigns and engaging promotions, increasingly more to turning to brands and packaging revitalizations. Understand and communicate with the audience to change ideas and influences on consumer preferences. Successful companies value the effect packaging can have the purchase behaviour. And in doing so, these are the companies that take a proactive approach to branding and packaging – they lead the market, not follow it.