We asked readers during May whether their marketing strategy included one-to-one packaging during the next 12 months. This approach includes tactics such as the Internet to let consumers, in effect, create their own brand by customizing the product formulation and some or all of the packaging elements.

Packages using one-to-one marketing have cropped up in categories such as health and beauty aids, bottled water. and soft drinks.

Fourteen of 44 Shelf Impact! readers who responded to this question said one-to-one marketing is a near-term strategic consideration at their company.

“My goal is to move the importance of packaging into the pre-concept stage. No wonder companies have difficulties obtaining innovative packaging. It needs to be linked with innovative ideas to start the creative ball rolling,” one reader responded.

Another reader said: “We are trying to talk to each customer in a way that appeals to their personal sense of value. This is done more through the message than through packaging, as we are using a traditional pack in most cases. However, we are looking at innovative approaches for cross promotions.”