Because of their impact on the consumer, a marketing strategy cannot ignore the elements that make up the packaging and influence it, such as colour or typographical codes. But that is not enough. Indeed, the packaging must take into account the three packagings of any product and be part of a process that ends with the actions of merchandising. The three packaging of the packaging We tend to forget it, but packaging ultimately consists of three packaging: primary packaging, secondary packaging, also called overwrap, and tertiary packaging. Let's take a look at each of them: The primary square packaging is the one in which the product is found. The one with whom he is in direct contact. This is, for example, the tube of toothpaste. The secondary packaging, also called overpack, is the container of the container, itself, of the product. This is the box that the toothpaste tube is in. It is, in general, the only one that the consumer sees when deciding whether or not to buy the product. But, secondary packaging can be confused with primary packaging. Tertiary packaging has a purely logistical function. It is the one that makes it possible to constitute batches, of varying sizes, of the product and to facilitate their palletization just after production. However, each of these packaging can carry a specific message from the brand. The different functions of packaging For example, tertiary packaging can help increase the "facing" of the product, in other words, the size of the shelf space it occupies in a department, and support a promotional offer. This is, for example, the sale by two, by four or six units. Secondary packaging emphasizes one or more advantages of the product over competing products. In the case of toothpaste, the overwrap, the box in which the tube is packed, highlights, for example, the fact that its formulation does not include titanium dioxide. As for the primary packaging, its vocation is to facilitate the use of the product, in particular, thanks to its design. The toothpastes can thus be contained in flexible laminated tubes, in rigid dosing tubes, or even in bottles.