JUDGING
THE CAN BY
ITS COVER
A product does not get tasted until it is selected – and being
selected from today’s crowded shelves begins with great
packaging. Product taste matters only for the second sale.
The aluminum beverage can is the undisputed leader in driving
consumer preference, and brands are starting to really catch on.
So, how are brands differentiating their cans to get consumers to
choose theirs over others? The answer lies largely in packaging.
Market leaders are focusing more and more on packaging to drive
the first sale by using innovative formats and eye-catching labels.
Packaging plays a critical role in sales and market success
for all beverage companies. Packaging is a brand’s opportunity to
stand out from their competitors on retail shelves. Differentiation
through packaging can be done by using one or many options
available to call attention to a specific brand, including unique
sizes, materials, textures, designs, and colours.
By leveraging one or multiple differentiation options, brands
can create automatic recognition on shelves and command strong
authority and presence in their market niche. Brands can be intimately
associated with specific packaging differentiation options.
Higher brand recognition, differentiation and shelf presence ultimately
leads to higher sales, a rise in credibility and a stronger
connection with a brand’s target market.
So, what options are available for your brand to differentiate
so you can reap the benefits?
Format
When it comes to a superior beverage format, cans lead the way
in attributes that consumers and brand owners really care about –
convenience, taste, branding, sustainability, product performance,
and protection. But it doesn’t stop there, at least not for the most
successful brands. Many brands utilize the typical packaging format
– a standard 12- or 16-ounce can. Standard cans are easy to
procure and can be sourced from many suppliers, which leads beverage
companies to conform to the norm and take the path of least
resistance. However, easy is not always better.
How market leaders stand
out on the crowded
beverage shelf
By Ryan Bedrosian, President & CEO, Fast Track Packaging
28 § POURED CANADA § www.poured.ca
/www.poured.ca
