The Packaging Funnel

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📦 The Packaging Funnel: How Wild Turns Aesthetics Into a Scalable Conversion Engine

In most DTC playbooks, packaging is the final touch—a visual flourish post-purchase. But for truly visionary brands, packaging isn’t the end of the funnel—it is the funnel.

Wild doesn’t just sell deodorant. It sells a system designed to convert, retain, and reinforce behavior—starting with the object itself. The refill pod isn’t just eco-friendly. The case isn’t just pretty. Every design choice is a growth mechanic in disguise.

1️⃣ Packaging as Pre-Commitment

When customers personalize their Wild case—choosing colors, patterns, or scents—they’re not just selecting a product. They’re making a micro-investment. This taps into the IKEA Effect: people value what they co-create.

That simple moment of choice builds psychological ownership, increasing the chance of follow-through and repeat purchases. You’re not just selling deodorant. You’re letting customers build their deodorant.

Wild saw a 34% lift in 3-month retention among users who customized their case vs. those who didn’t—proof that pre-commitment drives post-purchase behavior.

2️⃣ Refill Mechanics as Retention Loops

Replacing the pod isn’t a task—it’s a ritual. The act is tactile, deliberate, and satisfying. Like snapping LEGO bricks. This isn’t just about sustainability—it’s habit formation.

Compare it to traditional deodorants: when they run out, they’re gone. With Wild, the product invites you back in—anchoring loyalty through physical repetition.

3️⃣ Visual Design as Subscription Onramp

Wild’s PDP doesn’t just show the product. It showcases the system.

• Exploded views reveal how it works.

• Refill icons and CTA badges hint at ongoing engagement.

• Consistent visual language turns product discovery into an onboarding moment.

This packaging-as-flowchart builds cognitive fluency. By the time a user hits “Subscribe,” they already understand the lifecycle they’re entering.

Customers exposed to the full refill UI flow converted to subscription at a 27% higher rate, according to internal brand testing.

Packaging isn’t an afterthought. It’s not even just branding. It’s a UX system in physical form—a behavioral funnel that converts curiosity into habit.

If your product is replenished, swapped, or reused, design the ritual, not just the wrapper. Don’t ship items. Ship behavior loops.

That’s how Wild scales—not with louder ads, but with smarter objects.

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🚀  Reel of the Day

What Works:

The girl opens with a relatable line—“I’m sorry I’m late, traffic was crazy”—setting the expectation of a typical urban delay.The punchline flips that expectation: instead of actual traffic, viewers are shown a montage of irresistible pastries, coffee, and cozy ambience—that was “the traffic.”

This clever use of visual irony acts as a pattern disruption, grabbing attention and boosting engagement.

The use of smooth pans, warm lighting, and macro shots of coffee and pastries builds a sensory-rich experience that draws viewers in. The visuals are not just product-focused—they sell a mood, a lifestyle, a vibe—one that makes the viewer want to be there.

Using a universal excuse with a food-related twist makes the content funny, memorable, and deeply relatable.

Broader Insights:

This reel turns a simple moment into an aesthetic micro-story that makes the audience laugh, crave, and connect. By blending humor, beautiful visuals, and subtle product placement, Broa Pastry positions itself not just as a café—but as the kind of place that’s worth getting “stuck in traffic” for. 

Thanks for reading this edition! Keep pushing boundaries, testing ideas, and staying inspired. See you in the next edition with more ways to ignite your marketing success. 🥰