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With its slogan “Porsche. There is no Substitute,” the luxury car brand has found a way to communicate to consumers the premium qualities of its brand. For beverage-makers, highlighting the quality of their products extends beyond formulation to packaging.
In the competitive beverage marketplace, products need to create a memorable first impression and stand out from the rest on retail store shelves. Inks and coatings help to convey what is inside a can or bottle, but also play a key role in differentiating brands, according to packaging materials experts.
Beverage marketers know that packaging plays an important role in sales. Just as important as the bottle or can that a beverage is packaged in, is how that package is labeled. Without it, consumers couldn’t tell which brand is which.
With changes coming so fast, it can be tough to stay ahead of the game. However, marketers and other beverage industry executives searching for competing products in the consumer packaged goods (CPG) market might have a new tool to make things easier.
According to business blog Bizshifts-Trends, Al Ries and Jack Trout popularized the concept of “positioning” in the retail shelf space in their 2000 book “Positioning: The Battle for Your Mind.”
For many people, getting “inked” is a way to express their individuality. Although not quite the same as tattoos, inks and coatings in the beverage industry can be an important element to help brand owners set their products apart on the store shelf.