Bastian AllgeierSometimes marketing is all about waiting long enough for your audience to forget about the 80s and 90s.
I love how ALDI celebrates this brilliant new design that saves 40% of plastic by removing the plastic lid.
But that design is also a great example how we just started adding plastic to pretty much everything for 1.2% more comfort. That old design was always ok, it never really needed the plastic lid in the first place.
Robert von Oliva@bastianallgeier tbh, the plastic lid added one important comfort factor – portability. With plastic lid you're able to close the carton and bring it somewhere without the risk of spill. It's probably used by 5% of the consumers, but it's still quite some