Packaging is the first tangible interaction a
consumer has with your brand. If it’s powerful and creates an impact, then it’s the best way to differentiate your product from competition and even beat it. No wonder Coors Brewing Co. is relying on packaging to help boost its sales. The have introduced “Cold Wrap” bottles. A wraparound label on the beer bottle keeps the brew cold longer by reflecting heat from the consumer’s hand. Not just this, they even have an agreement with the packers, whereby, the Cold Wrap bottle will remain exclusive to Coors for “at least one year”. What a way to beat the heat and the competition! New and innovative packaging always helps to create a buzz. Last year, Pepsi Co’s soft drink 7UP decided to get the excitement going high by introducing its drink in a new packaging and using Mallika Sherawat’s curves to up the enticement quotient. It suddenly made the brand both hot and cool. Coca-Cola too had to change the shape of its soft drink Limca if it wanted to remain in the race. This year it made its bottle curvier and called it the Limca splash bottle. They said, it gave consumers a better grip. It might even help Coca-Cola to retain its grip over the market!
consumer has with your brand. If it’s powerful and creates an impact, then it’s the best way to differentiate your product from competition and even beat it. No wonder Coors Brewing Co. is relying on packaging to help boost its sales. The have introduced “Cold Wrap” bottles. A wraparound label on the beer bottle keeps the brew cold longer by reflecting heat from the consumer’s hand. Not just this, they even have an agreement with the packers, whereby, the Cold Wrap bottle will remain exclusive to Coors for “at least one year”. What a way to beat the heat and the competition! New and innovative packaging always helps to create a buzz. Last year, Pepsi Co’s soft drink 7UP decided to get the excitement going high by introducing its drink in a new packaging and using Mallika Sherawat’s curves to up the enticement quotient. It suddenly made the brand both hot and cool. Coca-Cola too had to change the shape of its soft drink Limca if it wanted to remain in the race. This year it made its bottle curvier and called it the Limca splash bottle. They said, it gave consumers a better grip. It might even help Coca-Cola to retain its grip over the market! For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
Read More:-
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
Read More:-
