The Coca-Cola Co., Atlanta, at its North America Market Tour event in Houston in late September highlighted the company’s North American roadmap for growth goals, which are to build strong brands, translate brand value into customer value, and build the capability to sustain and repeat success in the region. Sandy Douglas, president of Coca-Cola North America, and Steve Cahillane, president and chief executive officer of Coca-Cola Refreshments, noted the benefits of bringing together portions of The Coca-Cola Co., Coca-Cola Enterprises and the bottling investments group as Coca-Cola Refreshments.
Imagine opening a cooler full of bottled soft drinks, water and beer only to find the labels peeling off or disintegrating. Labels are expected to hold up against environmental factors like water, ice and hot or cold temperatures. When they don’t, it can reflect poorly on the product. And if this happens at retail, it could even deter a consumer from purchasing the product.
Although energy drinks were not immune from the effects of the economy, the category has shown its ability to grow in sales. Energy drink sales increased 14 percent to more than $5.9 billion in sales for the 52 weeks ending June 12 in supermarkets, drug stores, gas and convenience stores and mass merchandise outlets, excluding Walmart, according to SymphonyIRI Group, Chicago. The energy shots category also posted strong numbers with a 31.6 percent increase generating $1 billion in sales during the same time period.
Today’s brand owners rely more than ever on packaging to entice consumers to purchase their products — so much so that the package itself often serves as a keystone of integrated marketing campaigns built out with print, electronic and social media components.
PMMI’s Pack Expo attracts more than 45,000 attendees and a number of new innovations. The Packaging Manufacturers Machinery Institute (PMMI) hosted Pack Expo International 2010 from Oct. 31 to Nov. 3 in Chicago. The event featured 1,600 exhibitors and more than 45,000 attendees from 110 countries.