11-32: Packaging Although often overlooked as a marketing tool,
packaging helps determine the success of a
The chapter covers many new packaging
innovations including FlexCan, Daily Gloss,
smart lids, Labatt blue, aseptic drink bottles,
and snack and seal as seen in the ad above.
In some instances, such as Coca-Cola or Aunt
Jemima Maple Syrup, the package has become
synonymous with the brand.
Ask students: What packages are so distinct
that it helps make the brand successful?
Possible answers are: Perrier, Altoids, and
Tiffany’s turquoise box.
See if you can bring in examples of other
bottled water in unusual bottles such as Fuji
11-33: Product Labeling Label information is determined by
regulations, and labeling rules vary from
country to country.
Certain terms convey specific meanings, such
as “natural,” “organic,” “made in the USA,”
and products must meet specific tests before
placing such terms on their label.
Group activity: Look at the label of a snack or
drink you may have brought to class. What
information does it provide? How does it
support the marketing of this item?