Thursday, June 2
You Are What You Drink ... From
If I were to pick my most favorite part of marketing, I would have to say that it's packaging. It probably dates back to when I was at Johnson & Johnson ... packaging is so important in image categories like skin care and cosmetics.
For packaging to be really effective in my book, it needs to reinforce the brand essence. It's another touchpoint that has to work seamlessly with all of the other elements of the marketing mix.
Which is why I've never understood "diet soda". First of all "diet" doesn't really capture it but really those big clunky cans that are exactly like everything else in the category just doesn't make sense from a marketing and branding standpoint.
Well finally, someone figured it out. Diet Pepsi recently introduced the "skinny can"... a tall slender can of diet soda that reinforces the end benefit of the product. Being tall and thin. C'mon folks, what took so long. Also notice the small "diet" and the rather large "0".
It's fabulously simple. Just a better can that looks better in the hand and makes us feel better about drinking it. Why would you ever pick a Diet Coke?
A packaging component that is in sync with the brand's message. Perfection.
What's your experience? Jim.