Download
HTML Embed
HTML EMBED
Click to Copy
Marketplace Morning Report

It's not delivery. It's the grocery store.

Dec 5, 2019

Latest Episodes

Download
HTML Embed
HTML EMBED
Click to Copy
Marketplace Morning Report
Download
HTML Embed
HTML EMBED
Click to Copy
Marketplace Morning Report
Download
HTML Embed
HTML EMBED
Click to Copy
Marketplace Tech
Download
HTML Embed
HTML EMBED
Click to Copy
Download
HTML Embed
HTML EMBED
Click to Copy
Marketplace Morning Report
Download
HTML Embed
HTML EMBED
Click to Copy
Marketplace Morning Report
Download
HTML Embed
HTML EMBED
Click to Copy
Marketplace Morning Report
Download
HTML Embed
HTML EMBED
Click to Copy
Download
HTML Embed
HTML EMBED
Click to Copy
Make Me Smart with Kai and Molly
Download
HTML Embed
HTML EMBED
Click to Copy
Have something you want Kai to explain? Let us know!
Food and Drink

How packaging impacts what beverages we buy

Jeremy Hobson Sep 24, 2012
Share Now on:
HTML EMBED:
COPY

A familiar scenario: You’re thirsty. You walk into the store to buy something to drink. But you’re exactly sure what you want, and you’re inundated with choices.

The choice you eventually make will likely have more to do with what the package looks like than what’s inside it. That might sound crazy, but it is what the beverage industry thinks you’ll do.

Packaging is much more important today than it was a decade ago, says Gary Hemphill of the Beverage Marketing Corporation, because there are so many more products on the shelves.

“The package design, the package colors, are really a last chance to sell the product to the consumer,” Hemphill says.

So who is doing the best job of marketing their beverage with the most attractive bottle? Arizona Iced Tea stands out, says Hemphill. “If you think about it in terms of marketing dollars spent — advertising or billboards,” he argues, “they do nothing. What they do is, they put all their effort in their packaging.”

Iced tea tastes different, of course, from Red Bull or Diet Coke. But what about when it comes to the much more universal taste of, say, water?

It’s a special case, says Hemphill. There are a lot of decisions consumers are making when it comes to water, and only some of them have to do with packaging — size of the bottle, for instance, or the kind of bottle cap attached.

Of course, despite the era of specialization, what consumers buy does still depend on the beverage inside the bottle, Hemphill adds.

 

Fall of the Berlin Wall
Fall of the Berlin Wall
The financial lessons of Germany's reunification 30 years ago.  
Check Your Balance ™️
Check Your Balance ™️
Personal finance from Marketplace. Where the economy, your personal life and money meet.

You + Kendeda =
Triple the Impact!

 

Give NOW to make your gift go three times as far!