The packaging plays off of when a dog eats from a tub of ice cream and their snout is lost. The packaging gives the dog a new snout which reinforces the playfulness of the brand. The flavour of ice cream is written along the bottom of the packaging, playing off of how dogs sniffs their food. The brand positions itself in the market as fun, quirky, novelty, affordable and mainstream. People have pets because they provide humour, companionship and entertainment and the hot dog packaging reinforces this connection.