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Assorted Canned Beverages (various Manufacturers)
Essay specific features
Written by:
Zachary W
Date added:
January 31, 2015
Level:
Grade:
A
No of pages / words:
3 / 782
Was viewed:
1155 times
Rating of current essay:
Essay content:
But how does a company maintain that
sense of package-driven equity when selling its product in aluminum
cans, which don't lend themselves to unique shapes? The answer for a
growing number of beverage marketers is simple: Feature an illustration
of the bottle on the can.
The unusual thrust of this approach ? depicting one packaging
format on another packaging format ? is appealing from a marketing
standpoint because it boils down a package design to pure image, pure
signifier, essentially transforming the entire package into a logotype...
displayed 300 characters
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The
company went further in 1997, when it began featuring the bottle
illustration on two-liter plastic bottles and on the cardboard soda cups
used at many movie theaters and fast food outlets.
So does a consumer drinking a can of Coke really connect more fully
with the product if the can features an illustration of a glass bottle?
Coke spokesman Bob Bertini thinks so...
displayed 300 characters
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