Feb 24 2011
It’s all about the package
You can’t judge a book by its cover, a lesson taught to me over and over again since I was a toddler. While I agree with this messages philosophical meaning, I have to admit I always judge a book by its cover. In fact I judge everything by its cover, package and appearance. Today in class we talked about packaging and brands and what they mean to us. I think that in order for brands to portray the right message they have to really put some creativity and effort into their packaging. As a consumer we are constantly faced with choices when we go to the supermarket or the mall. When I face that tall isle of snacks and chocolates my eyes automatically are attracted to the sparkling colorful packages with creative designs. I think many corporations understand this and that is why recently we have seen a renaissance in the packaging of products. For example Coca Cola, who have the generic old school red pop can have come up with a Coke Kids concept. The proposed package keeps all the functionality of the coke bottle but adds the “wow” factor.
Another beverage company who recently launched a new product is Jack Daniel’s. Known for their quality whiskey, Jack Daniel’s is introducing a line of whiskey infused beverages. As Jack Daniel’s drinkers are mostly men the packaging for this product was crucial. Men do not like the idea of drinking coolers or “girly” drinks. The bottle is not sleek but is instead thick with the classic Jack Daniel’s font. By packaging this beverage in such a manor Jack Daniel’s can expect to retain it’s male drinkers while still adding innovation and creation to the Jack Daniel’s brand.
Nice decode on the Jack packaging, Billy. Why do you think Coke keeps coming out with new packaging while still giving us the old school bottles for a premium? Also, should Jack come out with a new product line extension in a can or bottle like so many other liquor brands have?
Keep up the posts. Good work.
E
I think the reason why coke can charge the old school bottles for a premium is because they keep coming out with new packages. When these new packages come out they stop manufacturing the older ones, and they become rare so people pay more to buy them. Coke can do this because the bottles and cans they use have no new technology or enhancements, just a different design, and generally people want the vintage coke look. As for JD, well I think that as long as they keep their packaging of the new products consistent with what the consumers are use to then of course they should expand.