Packaging, Important or not?

I was shopping the other day and noticed how many different packages you can have for the same thing. You can have cookies in a bag, a box, a plastic holder thingy. If you think about it they are all cookies so why do companies choose to put them into such different packages? The answer is marketing. When you go shopping your eye looks around at everything. Its kind of overwhelming but when you really think about it you don't really notice labels or names, you look at shapes. Everything comes in bags and boxes. This is where pringles and other companies have came up with new ideas to make you want to but something. If you see a sea of bags and then chips that come in a upright container you will tend to pick that up with you're eye on the shelf. This is very important when thinking about how to market your product in a store setting. Can you think of any other products that have different packaging and do you think that its an important marketing strategy?