Jan
23
Coca Cola’s Packaging Seduction~
Posted by: beier0816 | January 23, 2011 | Leave a Comment
There are hundreds of reasons that can explain Coca Cola is such a successful product: unique taste, brand image, commercials that are starred by celebrities…Apparently, packaging should be added on this list since it did help Coca Cola to attract millions of consumers.
Packaging is an important situational factor which can influence buyer’s decision. If a product stands out in packaging, consumers will easily notice the product while shoppinf, and then they are more likely to buy products with attractive packaging. For example, people might buy a bottle of coca cola just because of its intriguing Christmas packaging. Therefore, companies constantly look for ways to design their packages to be more appealing.
In my opinion, Coca Cola succeeded in packaging by:
1. Paying attention to family and cultural values.
Coca Cola paid special attention to cultural and family values, especailly those that are related to holidays. No matter on Christmas or Chinese New Year, Coca Cola could always come up with special design in packaging.
2. Boosting National Pride
Coca cola always tried to evoke our patriotic feelings. Just take a look at these “Congratulation Gold Coca Cola” cans which are introduced to the market when Canada won the Olympic Hockey Final last year.
3. Sticking with fashion
Coca Cola also made effort to design fashionable packaging for its products. For example, many James Bonds fans rushed to stores to get these limited 007 bottles.