Package Makeover
......................................................................................................................................................................
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.
Can a tea brand ‘end bitterness?’
......................................................................................................................................................................
I grew up drinking Luzianne tea on my front porch. We served it at every family picnic and it was a staple within our refrigerator. The Luzianne brand epitomized “sweet tea,” and was considered the standard southern beverage.
The company’s recent new product line is “Luzianne Coffee,” with a clever campaign to “end bitterness.” While I love the call to action of the new initiative, will this simple brand extension dilute the equity they have in their famous tea brand? With Luzianne’s heritage as a cool, refreshing, afternoon front porch beverage, will it be difficult for the company to successfully cross over into the hot, wake-you-up in the morning coffee space?
