When you’re in the advertising/marketing business, you view things like watching television a little differently. I’ve found myself paying more and more attention to commercials and advertisements over the years, making mental notes of what works and what doesn’t, at least from my perspective.
I’m amazed at how many times I think to myself… “Do people really believe that?” or… “What does that have to do with (enter product here)?” or even… “What are they selling me, a product or its packaging?”
The first thing that comes to mind is a series of commercials Coors Brewing has run in which the apparent selling point for their beer is a can printed with thermo-sensitive ink. So there’s no more guessing about when your beer is cold…. apparently just picking up the can is no longer an accurate enough method. I was mostly intrigued that the container for their product was the focus of the ad, not the actual product.
This must be a growing trend in the beverage industry. Ads boasting about things like lined cans to preserve flavor, a so-called “Taste Protector Lid” and “vented” cans for faster, smoother pouring/consumption have been popping up lately. It makes me wonder, are people choosing what they consume based on whether they like the product or what is used to deliver it?
While all these gimmicky packages are quite creative on their own, it what’s inside the package that matters. Cheers!