Walking in the aisles of the grocery store, the packaging of the food stands out to me – it is something that I notice and pay attention to. The store layout is also a detail that I acknowledge, and I appreciate shelves that are stocked nicely for the consumer. The beer aisle is an especially interesting one to focus on – in the local Fred Meyer, this aisle is also complete with chips and dip to supply all your parties. I do find this very clever; but the other day, I began noticing all of the packaging that beer companies offer their customers.
Miller Lite offers screw caps and the vortex bottle, Coors Light has mountains that turn blue when it’s cold, and Bud Light introduced writable bottles. I did a little more research, and found that these beer companies call these new bottles and cans “innovations.” Thinking about this a little more, I think they may be better classified as gimmicks. Some of them, such as the Coors Light mountains, have certainly helped with sales volume, so these new ideas obviously have a positive effect on consumers.
The thing that I respect most about these gimmicks is that they generally go along with their company’s current brand identity. Miller Lite has the best example of this, because their new vortex is supposed to increase the taste experience. Miller has always branded themselves on being better tasting than their counterparts, and this complies well with that brand message.