Even in fiction and TV series, as well as in films, packaging plays a fundamental role, becoming, on several occasions, an integral part of the narrative and the lives of the characters.
In this article we retrace some of the packaging present in the TV series of the moment, to explore a trend that is not destined to disappear.
Boxes that get noticed
Food packaging plays a leading role in the world of television. Even when the stories are set in surreal places, the packaging makes its own scene. This is the case of product placement in the TV series Stranger Things, in which the protagonists, often and willingly, have breakfast with Kellogg’s cereals, whose cardboard packages are displayed at the table. An element, that of the cereals, which contributes to reinforcing not only the setting of the events in the 80s, but also to favor the process of identification of the public with the characters.
Other protagonists of the TV series are the Dunkin’ paper bags, which we find in the series The Morning Show, which has among the protagonists Jennifer Aniston and Steve Carell. From an experiential point of view, the presence of these bags in the characters’ working lives suggests the idea of routine.
Cosmetic packaging: beyond the product
Focusing on cosmetic packaging, we cannot fail to mention the television series Emily in Paris. The protagonist, who holds the role of social media strategist for the Savoir agency, often finds herself managing launch campaigns for real or fictitious beauty products. From rigid cardboard gift boxes, through minimal-chic boxes and luxury paper boutique bags, to eco-friendly packaging, which also highlight the attention to sustainability.
Taking a leap back in time, we can observe examples of cosmetic packaging in the TV series The Marvelous Mrs Maisel, set in the 60s. Throughout the seasons, typical make-up packaging from those years is present, such as decorated metal lipsticks and illustrated cardboard face powders. A perfect example of period storytelling.
The Grey’s Anatomy case
Even pharmaceutical packaging, thanks to the power of the media, has managed to gain visibility within fiction. This is undoubtedly due to Grey’s Anatomy, one of the longest-running TV series in the United States.
In the episodes, the drug packaging, including blisters, cardboard boxes and bottles, contribute significantly to strengthening the realism of the scenes and patient cases. In style, these packaging is sober and simple, precisely to give the clinic a professional atmosphere. Very often the labels of the drugs are also shown, which report the name of the product, the dosage and the instructions for administration.
