In a recent LinkedIn post, Jason Feifer discusses the subtle yet significant changes in Jif’s first packaging redesign in 30 years, highlighting a key lesson for brands on how to effectively guide consumers in product usage.
Feifer points out that while the logo is cleaner and the variety label is more prominent, the most impactful change is less obvious. He directs attention to the bottom right corner of the packaging, where Jif now features visuals like an apple slice or a graham cracker, accompanied by the text: “Dip. Scoop. Spread.” This strategic update, according to Feifer, signals Jif’s intention to broaden the perception of peanut butter beyond traditional sandwiches and into the realm of versatile snacking.
Guiding Consumers Beyond Assumption
Jason Feifer argues that this approach directly addresses a common pitfall he observes, particularly among new and innovative brands. He states that many brands fail to clearly articulate how their products should be used, operating under the assumption that consumers will intuitively understand.
“This addresses a problem I see constantly, especially from young and innovative brands: They don’t explain HOW to use their product. They assume the consumer will figure it out.”
According to Feifer, this assumption is a critical misstep. He elaborates on the consumer’s perspective, emphasizing their limited time and attention spans. If a product’s utility isn’t immediately apparent and doesn’t easily integrate into their daily lives, consumers are likely to disengage.
The Importance of Explicit Instruction
Feifer underscores the power of providing clear instructions. He believes that brands should not shy away from telling consumers exactly what to do with their products. This direct guidance, in his view, eliminates ambiguity and ensures a smoother customer experience.
“Consumers won’t. They’re busy. If they can’t immediately see how you fit into their life, they move on.”
The peanut butter brand’s packaging update serves as a prime example of this principle in action. By visually demonstrating different ways to consume peanut butter and explicitly stating its uses – “Dip. Scoop. Spread.” – Jif is actively educating its audience and expanding the perceived value of its product. As Feifer notes, this is a crucial strategy for brands looking to capture and retain consumer interest in a crowded marketplace.
“Never underestimate the power of guiding your consumer. Just tell them what to do. That way, they’re never left guessing.”
Feifer’s analysis suggests that such deliberate communication can be a significant differentiator, helping brands to not only clarify their product’s benefits but also to foster deeper engagement and potentially drive increased usage and sales. The redesign, therefore, is not just about aesthetics but about a fundamental strategy for consumer connection and product adoption.
📝 About This Content
This article is based on insights shared by Jason Feifer on LinkedIn.
📅 Originally posted on August 17, 2026 | View original post on LinkedIn →