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March 2026
Chaos packaging – the use of unconventional formats that defy category norms – is proving to be more than just a visual gimmick. It’s a strategic growth lever for brands willing to disrupt.
From cereal in ice cream tubs to detergent in fizzy drink bottles, STRAT7’s latest study tested a range of provocative non-prototypical packaging ideas across different categories in the US, UK, and Argentina. The findings reveal when chaos creates opportunity – and when it backfires.
Our guide explores the key insights from the research and what they mean for brands looking to break through in congested, highly competitive categories.
Ready to decode the rules of disruption?
See the full study findings and implications for market leaders.
