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The changing shape of beverage promotion & POS

Coca-Cola has long been known for its iconic contour bottle shape. The current trend in beverage marketing is to try to mimic that success. The creation of a unique bottle or can that increases recognition is becoming more important in today’s ever-crowded marketplace. Research shows that packaging as art is a lever that definitely drives consumer consideration. Ultimately the consumer will make a decision based on the experiential – the way a product sits on the shelf or how it feels in the hand.

Budweiser’s new center-crimped can (designed to reinforce their iconic bowtie image) is a great example of this trend. Craft brewing giant, Boston Beer Company, has rolled out a new flared lip, purported to better capture aroma and enhance the beer drinking experience. The standard beer/soda can has not seen such profound change since the pop top was invented in 1959.

Pepsi is rolling out a new swirl-handled bottle shape for its core product lines this April. Dainty, limited edition 7.5 ounce designer decorated cans will also grace store shelves.

With all this attention to detail, to put these functional masterpieces in mundane POS displays just seems – criminal. The opportunity to take in-store displays and develop something truly exceptional could be the only way for brands to stand out in a sea of iconic eye-candy.

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Whiskey, women and the changing face of distilled spirit promotion

The promotion of whisky to women is not new, it is just making a comeback.

Women are drinking it, blogging about it, and cooking with it. Bars and restaurants are promoting events specifically for women who have a passion for this caramel-colored spirit, infused with notes of peat and spice. Clubs for female whisky aficionados are becoming popular. Heck, they have even their very own typeface.

Marketers who once viewed whisky as a manly man’s drink are seeing this spirit from a different perspective – a female perspective. How to win the women who love whisky? Be as bold as the women who drink it.

Customer engagement is key to stimulating trial. Below is a unique twist on sampling that’s a novel take on the age old practice of getting a target market to sip your spirit:

Taste & Peel
Tasting strips are well suited for spirits. Wafer-thin film, packaged in a branded foil packet is a unique way to deliver the flavor without the alcohol. They are very similar to mouthwash strips – but way better tasting! Technology allows you to emulate the flavor of a spirit or mixed drink. Perfect for dry tastings, on/in pack promotion, or direct mail campaigns.