Package Makeover

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Next time you’re walking down the drink aisle at the grocery store take a look at the amazing selection of shapes and sizes that the carbonated soft drink industry offers its consumers. What’s that? You can hardly tell the difference from brand’s bottle to the next? Oh . . . that’s because there’s really not any. Please see exhibit A.

Enter Coca-Cola.  The widely-popular beverage company is innovating its packaging with the introduction of a new 2-liter bottle. Coca-Cola decided that it should not be in the same 2-liter bottle as every other brand, which seems like common sense, right? Well, it turns out that the company has actually been offering a wide range of package shapes and sizes overseas, but the North American market is dominated by three packages that we are all familiar with: a 2-liter straight-walled bottle,12-pack of 12-ounce aluminum cans, and a 20-ounce plastic bottle.

The industry is ready for a little package diversity, and Coke’s goal is to be a better fit for what consumers want. Check out this article for the details. Coke plans to offer a whole set of new packages, but the company has particularly high hopes for its 2-liter contour bottle which is similar to the original contour glass bottle that was created in 1616.

So as consumers, do you feel yourself gravitating to what you are familiar with, or do you prefer something that is unique and that stands out from the crowd? Coke is hoping that you’re ready for a change.

Contributed by: Ashley Hollingsworth