The Premium McWrap packaging is very nicely designed

McDonald's Premium McWrap 1I’m clear­ly no stranger to mar­ket­ing, but my career hasn’t yet brought me in touch with prod­uct pack­ag­ing. I like pack­ag­ing, and I’ve actu­al­ly bought things over the years because they were nice­ly pack­aged — stuff like can­dy,1 Altoids Sours, some ran­dom bike part… and yes, I’ve even bought myself a few low‐balance gift cards2 to keep in my this is so awe­some file.

I recent­ly found myself impressed with the card­board pack­ag­ing around the McDonald’s Pre­mi­um McWrap — I should prob­a­bly go ask for a clean one while they’re still avail­able. I guess I didn’t notice when they added this item to the menu, because I ordered my first one by mis­take. My annoy­ance at pay­ing about dou­ble what I expect­ed turned to intrigue about as soon as I peeked into my drive‐through bag.

Some of that price cer­tain­ly went into the pack­ag­ing design. What I found wasn’t a cheap paper‐clad item like stan­dard McDonald’s wraps, but some­thing that actu­al­ly looks like a “pre­mi­um” prod­uct.

  • The box is rather thought­ful­ly designed, con­tain­ing the food very nice­ly with­in — you know, what you want from a con­tain­er.
  • It has a pull‐and‐tear strip for open­ing the pack­age… and nat­u­ral­ly, the strip runs right past the Xbox ad unit on the front.
  • There’s a lit­tle tab sys­tem on the side of the box that’s there pri­mar­i­ly to indi­cate which wrap you ordered, but also to pas­sive­ly edu­cate you on the rest of the line­up. (“Oh look, they also have sweet chili fla­vor!”)
  • It doesn’t look like this should work, but once you’ve opened the pack­age, the box eas­i­ly stands upright, even with the wrap inside.
McDonald's Premium McWrap 2 McDonald's Premium McWrap 3

Wait, was what tasty?

  1. Still pissed that my par­ents wouldn’t buy me Bub­ble Tape.
  2. Con­fuse your local cashier today — ask for a $1 gift card!

3 thoughts on “The Premium McWrap packaging is very nicely designed”

  1. It reminds me of the pack­ag­ing for the apple pies. … except that I don’t remem­ber adver­tis­ing on them. Then again, I prob­a­bly haven’t eat­en a McDonald’s apple pie since some time in the ‘70s.

    1. Now that you men­tion it, Meg, it total­ly does look like the McDonald’s apple pie box! A quick image search brought up a few oth­er styles of the pack­ag­ing that I rec­og­nize… which is strange, because I actu­al­ly don’t recall eat­ing that many of those over the years.

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