Assorted Canned Beverages (various Manufacturers)
This is the first 1,000 characters of 830 words (3.32 pages) in the essay titled Assorted Canned Beverages (various Manufacturers)
|Assorted Canned Beverages (various Manufacturers)
Assorted canned beverages (various manufacturers)
by Paul Lukas
Beverage marketers have long recognized the value of a proprietary
bottle shape when forging a brand’s identity. Coca-Cola’s familiar
contour glass bottle, the classic case in point, has become so
synonymous with the brand that its communicative oomph rivals that of
the product’s script lettering. 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 logoty...
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